Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A study on the crowdfunding strategies of start-up businesses -focusing on the impact of perceived justice on customer satisfaction and loyalty-

스타트업 기업들의 크라우드 펀딩 전략에 관한 연구 -지각된 공정성이 고객의 만족도와 충성도에 미치는 영향을 중심으로-

  • Kim, Seung-Hwan (Division of Information Communication, Pyeongtaek University) ;
  • Lee, Sang-Hoon (Department of Business Management Director, Suwon Women's University)
  • 김승환 (평택대학교 피어선칼리지) ;
  • 이상훈 (수원여자대학교 비서경영과)
  • Received : 2018.10.01
  • Accepted : 2018.12.07
  • Published : 2018.12.31
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Abstract

Current signs of a downturn in South Korea's economy include the sharp drop in consumption. Considering internal and external complications such as the raise in minimum wage and fierce global competition, people's taste and purpose of consumption is shifting as well. Under such circumstances, crowdfunding provides a new investment and distribution channel for businesses in their initial stages. Crowdfunding can serve as a key driver of growth in early stages of business operations and lead to growth in consumption as a new distribution channel. This study explores how customers perceive the process of reward crowdfunding, especially when it comes to fairness in procedure, interaction, and distribution. In addition, we further seek how perceived fairness affects customer satisfaction and loyalty in the industry.

한국의 경제 상황이 악화되면서 소비가 침체되고 있다. 특히 최저임금 인상, 글로벌 경쟁 상황의 심화 등 다양한 국내외 변수들로 인하여 일반 국민들의 소비 성향과 구매 의도 역시 현격하게 낮아지고 있다. 이러한 상황에서 크라우드 펀딩이라는 새로운 투자, 유통 채널의 등장은 창업 초기의 기업들에게 큰 성장 동력을 제공하고 있으며, 새로운 유통채널로서 소비 증대 효과도 기대할 수 있는 상황이다. 본 연구에서는 리워드형 크라우드 펀딩 진행 시 고객이 느끼는 서비스 실패와 회복 과정에서의 공정성을 절차적 공정성, 상호작용적 공정성, 분배적 공정성의 세가지 영역으로 구분하고, 고객이 인지한 공정성이 만족도와 충성도에 미치는 영향을 살펴 보았다. 이러한 연구 목적을 달성하기 위하여 리워드형 크라우드 펀딩에 대한 조사와 분석을 진행하였고, 서비스 실패와 화복을 경험한 고객들이 느끼게 되는 공정성이 만족도와 충성도에 긍정적인 영향을 끼친 것으로 나타났다. 특히 고객의 만족도에는 상호작용 공정성이 가장 큰 영향을 끼쳤으며, 고객의 충성도에는 분배 공정성이 가장 큰 영향을 끼친 것으로 나타났다. 따라서 크라우드 펀딩사는 서비스 실패를 경험한 고객이 공정성을 느낄 수 있는 회복 전략을 실행하도록 노력해야 한다.

Keywords

Table 1. General characteristics of the study subjects

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Table 2. factor analysis : perceived justice

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Table 3. reliability analysis : perceived justice

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Table 4. Regression Analysis : perceived justice & customer satisfaction

SHGSCZ_2018_v19n12_515_t0004.png 이미지

Table 5. Regression Analysis : perceived justice & customer loyalty

SHGSCZ_2018_v19n12_515_t0005.png 이미지

Table 6. Summary

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Table 7. Regression Analysis : customer satisfaction & customer loyalty

SHGSCZ_2018_v19n12_515_t0007.png 이미지

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