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http://dx.doi.org/10.7583/JKGS.2012.12.4.33

Effects of Online Game Service Satisfaction and Content Satisfaction on Users' Game Loyalty  

Jeong, Eui-Jun (KonKuk University)
Kim, Min-Chul (Kangwon National University)
Ryu, Seoung-Ho (Kangwon National University)
Publication Information
Journal of Korea Game Society / v.12, no.4, 2012 , pp. 33-44 More about this Journal
Abstract
With the development of online game industry, the focal structure of game industry is under the expansion from content production to service management. In line with the trend, game service management and user satisfaction to the service as well have gained their weight in the game industry. However, since previous studies have focused on content production, little was discussed on the game service management. The current study investigated the effects of game service on user satisfaction. In addition, we tested the effects of a user's game service satisfaction on the user's loyalty toward the games with consideration of the user's content satisfaction and the gaming period. Results showed that there is a significant association between service satisfaction and user loyalty in the user's continual use of the games. Specifically, light users showed high loyalty with the increase of service satisfaction as they continue playing the games.
Keywords
Game Operation Service; User Satisfaction; Game Content Satisfaction;
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