브랜드 커뮤니티 개설유형 및 서비스 품질 특성이 사용자 만족에 미치는 영향

The Effect of Community Type and Service Quality on User Satisfaction of Brand Community

  • 윤혜정 (연세대학교 정보대학원) ;
  • 이지연 ((주)이퓨전아이 디지털미디어그룹) ;
  • 이중정 (연세대학교 정보대학원)
  • 투고 : 2009.04.16
  • 심사 : 2009.12.22
  • 발행 : 2009.12.31

초록

New internet trend, such as Web 2.0, has brought about new roles of users and changes in the web ecosystem. In the age of information overload like nowadays, activities in the brand community sites help to make more reasonable decisions in choosing certain brands and products. In order to examine organizational strategic aspects of brand community, this study examine (1) what difference exists in user satisfaction according to the brand community types (the user-initiated type and the corporate-established type), and (2) which dimensions of service quality affect brand community users' satisfaction. Research findings show that types of brand community influence perceived user satisfaction, and tangibility, reliability, interactivity, and stability dimensions of service quality make a positive influence on user satisfaction as well. Practical implications for managing brand community sites in marketing perspectives are further discussed.

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