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.
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The purpose of this study is to investigate the impact of Mobile Internet Service Quality (MOBISQUAL) components on customer satisfaction. The main focus of the study is to empirically validate the moderating role of involvement in the relationship between MOBISQUAL components and customer satisfaction. The empirical results show that MOBISQUAL components (servicescape quality, contextual interaction quality, fluid interaction quality, outcome quality) have a positive impact on customer satisfaction. The empirical results demonstrate that the impact of servicescape quality and contextual interaction quality on customer atisfaction is greater for low-involvement consumers than for high-involvement consumers. On the contrary, the impact of outcome quality is greater for high-involvement consumers than for low-involvement consumers. There is no statistical significance in the fluid interaction quality-customer satisfaction relationship between low-involvement consumers and high-involvement consumers. Based on these results, implications for effective airline service marketing strategy are discussed.
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참고문헌 (28)
참고문헌 신청
Anderson, E. W / 1993 / The antecedents and consequences of customer satisfaction for firms / Marketing Science 12 (2) : 125 ~ 143
Anderson, E. W / 1994 / Customer Satisfaction, Market Share and Profitability: Findings from Sweden / Journal of Marketing 54 (3) : 53 ~ 66
Anderson, James C / 1988 / Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~ 423
Bagozzi, Richard / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
Bagozzi, Richard / 1999 / The Role of Emotions in Marketing / Journal of the Academy of Marketing Science 27 (2) : 184 ~ 206
Anderson, E. W / 1994 / Customer Satisfaction, Market Share and Profitability: Findings from Sweden / Journal of Marketing 54 (3) : 53 ~ 66
Anderson, James C / 1988 / Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach / Psychological Bulletin 103 (3) : 411 ~ 423
Bagozzi, Richard / 1988 / On the Evaluation of Structural Equation Models / Journal of the Academy of Marketing Science 16 (1) : 74 ~ 94
Bagozzi, Richard / 1999 / The Role of Emotions in Marketing / Journal of the Academy of Marketing Science 27 (2) : 184 ~ 206
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