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앱스토어의 서비스 품질에 대한 만족과 스마트폰 지속사용의도에 관한 연구

A Study on Satisfaction for Service Quality of App Store and Continuance Intention of Smartphone

정기한|정지희
한국창업학회|2013.06|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제8권 제2호|pp. 31-54|DOI 10.24878/tkes.2013.8.2.31

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키워드

Service QualitySatisfactionSmartphoneContinuance IntentionApp Store

초록

Recently, the domestic smart phone market entered the growth stage after its introductory phase. As the market for smart phone devices grew rapidly, more attention had been paid to mobile application market as well. Combined with smart phone functions, mobile application creates a synergy with its various functions and by extending contents infinitely. Ultimately, it creates an effect of retaining customers under our company's service area. Thereby, in perspective of the company, the expansion of application store is one of the most crucial factors that dictates the retention of existing customers, the securement of new customers, the company's survivor in competitive smart phone operating system market. This study derived variables from various pilot studies under the judgement that service quality of App Store would affect customer satisfaction and continuance intention of smart phone by applying e-SERVQUAL which checked Internet service quality for the application market place App Store. The samples consist of 232 survey data drawn from a smartphone users. The collected data were analyzed by SPSS 18 and AMOS 18. In the results of the reliability and validity test, all were found reliable, and all items were included. The test using Structural Equation Modeling supports 9 of 11 hypotheses. Hence, given the current circumstances of user increase and fierce competition among vendors, this study aims to provide effective marketing strategies for companies, presenting important indicators that suggest ways to sustain the use of smartphone and maintain and expand smartphone users.

Abstract

Recently, the domestic smart phone market entered the growth stage after its introductory phase. As the market for smart phone devices grew rapidly, more attention had been paid to mobile application market as well. Combined with smart phone functions, mobile application creates a synergy with its various functions and by extending contents infinitely. Ultimately, it creates an effect of retaining customers under our company's service area. Thereby, in perspective of the company, the expansion of application store is one of the most crucial factors that dictates the retention of existing customers, the securement of new customers, the company's survivor in competitive smart phone operating system market. This study derived variables from various pilot studies under the judgement that service quality of App Store would affect customer satisfaction and continuance intention of smart phone by applying e-SERVQUAL which checked Internet service quality for the application market place App Store. The samples consist of 232 survey data drawn from a smartphone users. The collected data were analyzed by SPSS 18 and AMOS 18. In the results of the reliability and validity test, all were found reliable, and all items were included. The test using Structural Equation Modeling supports 9 of 11 hypotheses. Hence, given the current circumstances of user increase and fierce competition among vendors, this study aims to provide effective marketing strategies for companies, presenting important indicators that suggest ways to sustain the use of smartphone and maintain and expand smartphone users.

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