• The Journal of the Korea Contents Association
• /
• v.17 no.3
• /
• pp.382-399
• /
• 2017

The purpose of this study is to identify the structural relationship between service experience, corporate image, service trust, affective commitment and service loyalty in leisure service environment, and explain the causal role of corporate image, service trust and affective commitment. To this end, hypothesis was verified by structural equation model analysis using SPSS 23.0 and AMOS 20.0 statistical package. The result of the study as follows: First, service experience influenced corporate image and service trust but not affective commitment. Second, corporate image influenced service trust and service loyalty but not affective commitment. Third, service trust influenced affective commitment and service loyalty, Finally, affective commitment affected service loyalty. Therefore, service providers should raise corporate image and build the service loyalty by following the user to experience excellent service in a cognitive and affective aspects. Also, by motivating the customer to have affective commitment to the service trust, You need to plan and implement a marketing strategy that can increase loyalty.

• Journal of Technology Innovation
• /
• v.17 no.1
• /
• pp.119-148
• /
• 2009

The paper presents and empirically tests a model of the digital contents(DC) innovation systems that enables us to study interactions between users, service providers, contents developers and network providers, and to examine the relationship between manufacturing innovation and service innovation as well as patterns of innovation in the DC industry. The framework of Gallouj and Weinstein(1997) and Gallouj(2002) is modified into the DC innovation model according to characteristics of the DC industry, that is, user involvement and network externalities. The model is applied to a case analysis that traces the growth of the online game industry in Korea since its introduction. The model offers several advantages over other approaches in understanding the dynamics in the DC industry. Most importantly, it provides a single unified basis within which both service innovation resulting from users and service providers and manufacturing innovation induced by contents developers, platform holders and network providers are analyzed. The distinction between service and manufacturing innovation is important in many ways, for instance in selecting proper government policy tools for promotion or regulation of the DC industry. Second, the Korean online game industry has experienced both radical innovation during the beginning period and non-radical innovation throughout the maturation period. The model developed herein helps to illustrate several types of non-radical innovations such as recombinative innovation that are crucial to sustainable development of the DC industry. Third, the model clarifies impacts of network externalities that are characteristics of the DC industry.

• The Journal of the Korea Contents Association
• /
• v.16 no.1
• /
• pp.541-557
• /
• 2016

The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.