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http://dx.doi.org/10.9708/jksci.2010.15.7.125

A Study on Success Factors of Online Communities from the Perspective of Service Quality: Based on SERVQUAL Model  

Jeon, Sae-Ha (연세대학교 정보대학원)
Kim, Jung-In (삼성SDS 하이테크본부)
Lee, Choong-C. (연세대학교 정보대학원)
Publication Information
Journal of the Korea Society of Computer and Information / v.15, no.7, 2010 , pp. 125-134 More about this Journal
Abstract
Importance of online community has been increased and also online community has been used as an important marketing tool. The purposes of this study are to construct an instrument to evaluate service quality of online community service and have a further discussion of the relationship between service quality dimensions, customer satisfaction, intention to move. According to our findings, among the determinants of service quality, empathy strongly influences both of consumer satisfaction and intention to move. The determinants of service quality which positively influences consumer satisfaction are empathy, tangibles and responsiveness. Empathy and assurance negatively influence intention to move. This means that the service quality of online community affects customer retention. Also, understanding and reflecting customer needs are more important.
Keywords
Online Community; Service Quality; Customer Satisfaction; Intention to move; SERVQUAL;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
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