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고객화, 네트워크 효과, 서비스 품질 및 고객 충성도 : 음원 스트리밍 서비스를 중심으로Customization, Network Effect, Service Quality and Customer Loyalty : An Investigation of Music Streaming Services

Other Titles
Customization, Network Effect, Service Quality and Customer Loyalty : An Investigation of Music Streaming Services
Authors
음상원임호순한영미
Issue Date
2019
Publisher
한국IT서비스학회
Keywords
Music Streaming Service; Customization; Network Effect; Service Quality; Customer Loyalty; Structural Equations Modeling
Citation
한국IT서비스학회지, v.18, no.4, pp.115 - 134
Indexed
KCI
Journal Title
한국IT서비스학회지
Volume
18
Number
4
Start Page
115
End Page
134
URI
https://scholar.korea.ac.kr/handle/2021.sw.korea/70034
ISSN
1975-4256
Abstract
The global music industry has been growing steadily every year. In particular, the proportion of music streaming services in the overall market are expanding. It shows same pattern in domestic market. Also, several companies are providing music streaming services competitively. It is clear that there is growing interest in effective operations of music streaming services. In this study, we examine the impact of customization and network effect on service quality and customer loyalty. We collect survey data and analyze relationships between latent variables using structural equations modeling. We find that customization and network effect of music streaming services positively affect service quality. However, the effect of customization on customer loyalty is not significant and there is a negative effect of network effect on customer loyalty. Finally, we find that service quality works as a mediator between customization and customer loyalty, and service quality also works as a mediator between network effect and customer loyalty.
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Korea University Business School > Department of Business Administration > 1. Journal Articles

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