한국콘텐츠학회:학술대회논문집 (Proceedings of the Korea Contents Association Conference)
- 한국콘텐츠학회 2008년도 춘계 종합학술대회 논문집
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- Pages.398-402
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- 2008
웹 사이트 서비스품질요인과 구전의도의 관계
The Relationship Between Service Quality Factors of Web site and Word of Mouth Intention
- 발행 : 2008.05.01
초록
The purpose of this study is to investigate the impacts of e-service quality factors on customer satisfaction and behavior intention. Difference and moderating effect resulting from the type of web site users about an association with reaction of satisfaction and those component concepts are also one of the aims in the study. As the results, the study found that factors of web site service quality variables has a positive impact on customer satisfaction. And customer satisfaction also has a positive impact on relationship intention and word of mouth intention. According to those results, marketing managers should develop different service strategies.
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