The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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Simulation Analysis of Version Up Strategy for Holding Online Game Customers through Update and CRM

MMORPG의 버전업 전략을 통한 이용자 유지: 시뮬레이션 기법을 활용한 업데이트와 CRM전략 분석

  • 노태우 (아주대학교 e-business학부) ;
  • 백수정 (아주대학교 경영학부) ;
  • 이상근 (아주대학교 e-business학부)
  • Published : 2008.12.30
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Abstract

An online game is popular topic due to the increased total online game market volume nowadays. Even though many studies on an online game are released, most studies have used survey method that reveal only section of the situation like a snapshot. For this reason, previous studies have a little limitation that does not show dynamically changing issues like a product life cycle and change in customer's satisfaction. Because of this, we researched on an online game with the system dynamic model which can show dynamic simulation to analysis time series data. We chose MMORPG (Massively Multi-play Online Role Playing Game) in sort of an online game because it has many absorbing factors and enthusiastic users. We assumed that the game developer is ready for updated version game and release that periodically and focused on dormant users who used to be enthusiastic about MMORPG and designed simulation model which analyze how to influence of update and CRM strategy on users. The simulation results showed that the update has positive influences to gather new users and hold established users and CRM strategies help to prevent dormant users from transferring to rivals to offer them re-absorbing factors. Through this study, we confirmed importance of update on a online game and suggested the necessity to introduce CRM strategy in an online game market.

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