기업블로그의 대화 커뮤니케이션이 고객만족도와 충성도에 미치는 영향 인지된 상호작용성과의 비교를 중심으로 = The Effects of Dialogic Communication on Customer Satisfaction and Loyalty in Corporate Blogs Focus on Comparing This with Perceived Interactivity

다국어 초록 (Multilingual Abstract)

These days, many corporations are managing blogs to maintain good relationships with their customers. Each of these blogs features many two-way communication factors. This study is focused on the Dialogic Communication and Perceived Communication factors in corporate blogs. There are five factors each in both Dialogic Communication and Perceived Interactivity. For Dialogic Communication, they are as follows: ``Dialogic Loop``, ``Usefulness information``, ``Generation of Return visits``, ``Ease of the interface`` and ``Rule of conservation of Visitors``. For Perceived Interactivity, they are: ``User Control``, ``Responsiveness``, ``Two-way Communication``, ``personalization`` and ``playfulness``. This study intends to show the significance each of these factors have on customer satisfaction and loyalty. In conclusion, the factors involved in Dialogic Communication and Perceived Interactivity were discovered to be very important to the relationships corporate blogs have with their customers. Also, Dialogic Communication was confirmed to be very similar to perceived Interactivity.

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