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브랜드 커뮤니티와 브랜드 커뮤니티 충성도에 관한 연구

The Relationship Between Service Quality of Brand Community and Brand Community Loyalty

박종오
대한경영정보학회 (Daehan Academy Of Management Information Systems)|2008.06|경영과 정보연구 (Management & Information Systems Review)|제25호|pp. 339-370|DOI 10.29214/damis.2008..25.014

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참고문헌

키워드

customer satisfactioncustomer trustcustomer valuebrand communitybrand community loyalty
주제분류경영학

초록

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

Abstract

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

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관련 논문AI추천

소비자-브랜드 관계의 질이 브랜드충성도와브랜드커뮤니티 충성도에 미치는 영향에 관한 연구: 커뮤니티 규모와 브랜드지식수준의 조정효과김미진, 박운용, 안광호한국소비자학회 · 소비자학연구2006 · 제17권 제4호인터넷 브랜드 커뮤니티 서비스 품질특성과 이용자의 지속성에 관한 연구안운석, 오종철, 장형섭한국상품학회 · 상품학연구2007 · 제25권 제4호브랜드SNS의 특성과 신뢰, 고객충성도간의 관계오세구, 이상빈경영경제연구소 · 경영경제연구2019 · 제41권 제1호브랜드 커뮤니티의 지원 서비스가 커뮤니티 강화요인, 커뮤니티 충성도 및 기업브랜드 충성도에 미치는 영향: 온라인 음악 브랜드 커뮤니티를 중심으로김정구, 이지언한국소비자학회 · 소비자학연구2009 · 제20권 제4호소셜미디어 브랜드 커뮤니티와 브랜드 신뢰, 몰입, 충성 간의 구조적 관계선종학사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2018 · 제16권 제2호온라인 브랜드 커뮤니티에서 불만 대응이 커뮤니티 선호도와 브랜드 충성도에 미치는 영향김시래, 김정현, 이명천한국PR학회 · PR연구2010 · 제14권 제2호

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