모바일 전자책 서비스품질, 고객만족 및 충성도 간의 구조적 관계에 대한 연구 = A Study on the Structural Relationship among Mobile e-Book Service Quality, Customer Satisfaction and Customer Loyalty

다국어 초록 (Multilingual Abstract)

This study aims to figure out the structural relationship among e-book service quality, customer satisfaction and customer loyalty of mobile contents service, particularly focused on the ``mobile e-book service``, which is expected as the fastest growing area by virtue of rapid spread of smart-mobile-devices. We separated mobile e-book service into service quality, information quality and service quality, then suggested them as the study model based on 7-hypothesis, and collected data through user survey, and finally evaluated model-suitability through structural equation analysis. According to the analysis results, the structural relationship among system quality, information quality, service quality, customer satisfaction and customer loyalty showed meaningful suitability and verified. Through the verifications for each path, 4-hypothesis (3-quality dimensions affect customer satisfaction each, and customer satisfaction directly affects customer loyalty) proved significance, on the other hand 3-hypothesis(3-quality dimensions affect customer loyalty directly each) failed to prove significance. Based on these results, we could prove that, 3-quality factors directly affect customer satisfaction each, while indirectly affect customer loyalty each. In addition, as re-purchasing and recommendation showed significance at this structural model and path coefficient, we got the confidence that when we keep focusing on the system quality, information quality and service quality, it not only increases customer satisfaction but also transforms a normal consumer into regular customer, even generates a brand advocator This could be a good theoretical guideline for which service factors should be mainly strengthened in order for the online book stores, telecommunication service providers and specialized e-book distributors, etc., to retain and expand their customer bases. This study has a limitation that we evaluated the structural relationship at present point, thus we could not evaluate what kind of changes have been made compare to the beginning stage`s structural relationship In this regard, longitudinal further studies are required to figure out the structural relationship changes according to the continuous development of e-book service : how it has been changed, what shall be the future directions.

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