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논문 기본 정보

자료유형
학술저널
저자정보
손정민 (연세대학교) 조우용 (연세대학교) 최정혜 (연세대학교)
저널정보
한국경영과학회 한국경영과학회지 韓國經營科學會誌 第39卷 第4號
발행연도
2014.11
수록면
115 - 136 (22page)

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The game industry has grown steadily and the online game has become one of the most attractive game segments for its remarkable growth. Customer management in the online game industry, however, has received little attention from the academic field. The purpose of this study is to analyze the drivers of customer defection in the online game setting and suggest not only theoretical but also managerial insights into increasing customer retention rates. Prior to empirical analysis, the authors hypothesized that 3 variables of interests (Learning, Playing, Achievement) would explain the customer defection according to preceeding researches. To demonstrate these hypotheses, the authors obtained data from one of the biggest game publishers in Korea, and the empirical analysis model was developed considering context of research settings. The results of analyses provide the following insights. First, the key behavioral variables of Learning, Playing, and Achievement play substantial roles in explaining the customer defection. Next, the effects of these variables vary between customer types: novice and experienced customers. The defection decisions by novice customers are predicted by all key behavioral variables and Playing serves as the most influential indicator of the defection decisions. However, experienced customers are influenced by Playing and Achievement, while Learning has no impact on the defection decisions. Finally, the authors investigated hypothetical customer retention strategies, using the empirical results. The market outcomes indicate that the customer retention strategies work well with novice customers and it is hard-to-impossible to prevent experienced customers from defection using their behavioral data. These findings together deliver several meaningful insights to management as follow. First, the management should support customers to get involved in Learning activities at the very first stage. Second, customer’s Achievement and appropriate compensation for it would work as defection barriers. Last, to optimize the outcomes of firm’s marketing investments, it is better to focus on retention of novice users not experienced ones.

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Abstract
1. 서론
2. 이론적 배경 및 가설
3. 연구 방법
4. 분석 결과
5. 결론 및 시사점
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