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http://dx.doi.org/10.5762/KAIS.2018.19.12.515

A study on the crowdfunding strategies of start-up businesses -focusing on the impact of perceived justice on customer satisfaction and loyalty-  

Kim, Seung-Hwan (Division of Information Communication, Pyeongtaek University)
Lee, Sang-Hoon (Department of Business Management Director, Suwon Women's University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.19, no.12, 2018 , pp. 515-522 More about this Journal
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.
Keywords
crowdfunding; service recovery; perceived justice; distribution; interrelationship; procedure;
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Times Cited By KSCI : 2  (Citation Analysis)
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