어플리케이션 서비스 고객유지 영향 요인 분석: 전환비용과 사용자 신뢰를 중심으로
Customer Retention Model of Application Service: The Role of Switching Costs and Trust
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정보기술의 급속한 발전과 변화는 전통적인 정보시스템의 개발과 유지 보수 업무를 비용과 노력 측면에서 점점 더 어렵게 만들고 있다. 새로운 대안으로 정보시스템을 필요시 인터넷을 통해 사용하는 어플리케이션 서비스가 발전하고 있다. 어플리케이션 서비스 시장이 활성화되고 있음에도 불구하고 다수의 서비스 기업은 수익성을 호전 시키지 못하고 있다. 본 연구는 기업성과 향상에 핵심적인 고객유지 영향 요인 파악을 위해 사용자의 지속사용의도에 미치는 요인을 만족도, 대안매력도, 전환비용과 사용자 신뢰를 중심으로 탐색하여 연구모형을 제시하고 국내 회계정보시스템 서비스 사용자를 대상으로 실증연구를 수행하여 그 타당성을 검증하였다. 자료분석 결과 고객의 지속사용의도는 사용자 만족도와 함께 고객의 전환비용 인식에 강한 영향을 받는 것으로 나타났다. 사용자 만족도가 높을수록 사용자가 인지하는 전환비용은 증가하는 것으로 나타났다. 대안매력도는 사용자가 인식하는 만족도에는 부정적인 영향을 끼치지만 사용자의 지속사용의도에 대한 영향은 통계적으로 유의하지 않았다. 또한 서비스 제공자에 대한 신뢰가 높을수록 만족도가 지속사용의도에 끼치는 영향력이 더 크게 나타나 서비스 제공자-사용자간의 신뢰 구축이 고객유지를 위해 핵심적인 요인으로 파악되었다. 어플리케이션 서비스는 특성상 사용자가 서비스 제공자와 관련하여 느끼는 불확실성과 위험이 높으므로 고객의 지속적인 유지를 위해서는 서비스 제공자에 대한 신뢰관계 유지가 매우 중요함을 보여준다.
Abstract
Rapid evolutions of information technology(IT) make it increasingly difficult to development and maintmain of traditional information systems in terms of its costs and efforts. Application services have been regarded as promising alternatives for conventional information systems. Although application service market grows steadily, a considerable number of application service firms do not show good financial performance. Retaining clients is one of the most important factors for firms in service industry. This study explored the application service continuance model focusing the roles of switching costs and trust and empirically validated the suggested model. Analysis results shows satisfaction and switching costs have significant effects on the user's continuous use intention to the service. It also shows that trust has a strong positive moderation effect on the satisfaction-continuous intention relationship. This significant moderation effect indicates that customer's trust is critical to maintain longterm relationships, especially under high risk with service provider's performance.
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