지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose – This study aims to propose and validate a research model that describes the relationships between customer socialization, customer participation, and customer loyalty in the online service industry. Although customer loyalty is frequently discussed topic in marketing and strategy research, this study takes a novel approach in adopting customer socialization and participation as the antecedents to customer loyalty.
Research design, data, and methodology – Based on adopting and modifying measurement items of the constructs from previous studies, this study develops survey regarding the constructs within the proposed research model. Among current registered members of Facebook and DaumKakao, 522 college students and other regular users are selected as the samples for conducting the survey. The collected data is analyzed by structural equation modeling method using SPSS and AMOS.
Results – Proposed hypotheses of the positive relationships between customer socialization and customer participation, and between customer participation and customer loyalty are all supported.
Conclusions – The results of this study suggest customer participation as an important precursor to customer loyalty in the online service industry. Also, customer socialization is validated as a new strategy to increase customer participation. These results validate the practical importance of communicating mission, purpose, value, and other customer socialization activities that firms undertake.
목차
등록된 정보가 없습니다.
참고문헌 (22)
참고문헌 신청
Althaus, Scott L. / 2002 / Agenda setting and the"New"news patterns of issue importance among readers of the paper and online versions of The New York Times / Communication R
Bauer, Talya N. / 2007 / Newcomer adjustment during organizational socialization : ameta-analytic review of antecedents, outcomes, and methods / Journal of Applied Psychology
Chao, Georgia T. / 1994 / Organizational socialization : its content and consequences / Journal of Applied Psychology 79 (5) : 730 ~ 743
Cyr, Dianne. / 2007 / The role of social presence in establishing loyalty in E-service environments / Interacting with Computers 19 (1) : 43 ~ 56
Deng, Zhaohua. / 2010 / Understanding customer satisfaction and loyalty : an empirical study of mobile instant messages in China / International Journal of Information Manage
Bauer, Talya N. / 2007 / Newcomer adjustment during organizational socialization : ameta-analytic review of antecedents, outcomes, and methods / Journal of Applied Psychology
Chao, Georgia T. / 1994 / Organizational socialization : its content and consequences / Journal of Applied Psychology 79 (5) : 730 ~ 743
Cyr, Dianne. / 2007 / The role of social presence in establishing loyalty in E-service environments / Interacting with Computers 19 (1) : 43 ~ 56
Deng, Zhaohua. / 2010 / Understanding customer satisfaction and loyalty : an empirical study of mobile instant messages in China / International Journal of Information Manage
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