서비스품질이 서비스실패와 충성도에 미치는 영향에 관한 연구: 라이브커머스 플랫폼업체와 플랫폼 이용업체를 중심으로
A Study on The Effect of Service Quality on Service Failure and Loyalty: Focusing on Live Commerce Platform Providers and Companies Using the Platform
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초록
본 연구는 서비스품질이 서비스실패와 충성도에 미치는 영향을 살펴보기 위한 연구로 부산지역 20대와 30대를 중심으로 온라인과 오프라인을 통한 설문 조사를 진행하였다. 설문지는 총 300부의 회수하여 불성실한 응답을 한 설문지를 제외하고 247부의 설문지를 통해 분석을 실시하였다. 구체적인 내용은 다음과 같다. 첫 번째, 서비스품질은 라이브커머스 충성도(가설 1), 라이브커머스 서비스 실패(가설 2), 라이브커머스 플랫폼 이용업체 서비스 실패(가설 3), 라이브커머스 플랫폼 이용업체 재구매의도(가설 4)에 통계적으로 유의한 결과를 도출 하였다. 두 번째, 라이브커머스 업체의 서비스 실패는 라이브커머스 플랫폼 이용업체의 서비스 실패(가설 5)에 통계적으로 유의한 영향을 미치지만, 라이브커머스 충성도(가설 6), 라이브커머스 플랫폼 이용업체 재구매의도(가설 7)에는 통계적으로 유의하지 않는 것으로 나타났다. 라이브커머스 플랫폼 이용업체의서비스 실패는 라이브커머스 업체의 충성도(가설 8)에는 통계적으로 유의하지 않지만, 라이브커머스 플랫폼 이용업체 재구매의도(가설 9)에는 통계적으로 유의한 결과를 나타냈다. 마지막으로 라이브커머스 플랫폼 이용업체의 재구매의도는 라이브커머스 충성도(가설 10)에 통계적으로 유의한 영향을 미치는 것으로 나타났다.
Abstract
This study was intended to examine the effect of service quality on service failure and loyalty, and a survey was conducted online and offline with a focus on those in their 20s and 30s in Busan region. Specific details were as follows: First, service quality was found to have a statistically significant effect on live commerce loyalty(Hypothesis 1), live commerce service failure(Hypothesis 2), service failure of companies using the live commerce platform(Hypothesis 3), and repurchase intention of companies using the live commerce platform(Hypothesis 4). Second, service failure of live commerce companies had a significant effect on service failure of companies using the live commerce platform(Hypothesis 5), but did not have a significant effect on live commerce loyalty(Hypothesis 6) and repurchase intention of companies using the live commerce platform(Hypothesis 7). The service failure of companies using the live commerce platform did not have a statistically significant effect on loyalty of live commerce companies(Hypothesis 8), but had a statistically significant effect on repurchase intention of companies using the live commerce platform(Hypothesis 9). Finally, the repurchase intention of companies using the live commerce platform was found to have a statistically significant effect on live commerce loyalty(Hypothesis 10).
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