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A Study on Success Factors of Online Communities from the Perspective of Service Quality: Based on SERVQUAL Model

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2010, 15(7), pp.125-134
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science

전새하 1 김정인 2 이중정 3

1연세대학교 정보대학원
2삼성 SDS
3연세대학교

Accredited

ABSTRACT

mportance of online community has been increased and also online community has been used as an important marketing tool. The purposes of this study are to construct an instrument to evaluate service quality of online community service and have a further discussion of the relationship between service quality dimensions, customer satisfaction, intention to move. According to our findings, among the determinants of service quality, empathy strongly influences both of consumer satisfaction and intention to move. The determinants of service quality which positively influences consumer satisfaction are empathy, tangibles and responsiveness. Empathy and assurance negatively influence intention to move. This means that the service quality of online community affects customer retention. Also, understanding and reflecting customer needs are more important.

Citation status

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