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온라인 브랜드 커뮤니티에서 불만 대응이 커뮤니티 선호 도와 브랜드 충성도에 미치는 영향
김정현 ( Jung Hyun Kim ),김시래 ( Shi Rae Kim ),이명천 ( Moung Chun Lee ) 한국PR학회 2010 PR연구 Vol.14 No.2
The purpose of this study is to investigate how the company`s reaction to the consumer`s complaint affects the preference of online brand community and brand loyalty, in the web 2.0 `prosumer` era where the consumer becomes a producer. In order to meet the above purpose, four hypothesis were tested and the results are as follows. When consumers` complaints are posted on the online brand community, the consumer`s satisfaction of the company`s `compensation`, `procedure` and `reaction attitude` affect the preference of online brand community. And also the preference of online brand community affects brand loyalty. Therefore, companies should not only think of their online brand community as a means of publicizing products, but also realize that it is a important communication window which results in brand loyalty and ultimately brand purchase. That is, if a consumer`s dissatisfaction posted online is not dealt in the right manner, it may spread in quantum speed and the damage on the brand may be fatal. Thus, online brand community should be managed strategically.
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