Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on The Effect of Service Quality on Service Failure and Loyalty: Focusing on Live Commerce Platform Providers and Companies Using the Platform

서비스품질이 서비스실패와 충성도에 미치는 영향에 관한 연구: 라이브커머스 플랫폼업체와 플랫폼 이용업체를 중심으로

  • Dae-Hong Yun (Dept. of Distribution Marketing, Catholic University of Pusan)
  • 윤대홍 (부산가톨릭대학교 유통마케팅학과)
  • Received : 2023.11.07
  • Accepted : 2024.01.20
  • Published : 2024.01.28
Download PDF
⟨ Previous Next ⟩

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).

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 이용업체의 서비스 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.

Keywords

Acknowledgement

This paper was supported by RESEARCH FUND offered from Catholic University of Pusan in 2021.

References

  1. G. B. Kim.(2020). A Study on the Legal Regulations for Live Commerce, Distribution Law REVIEW, 7(2), 31-68.
  2. 위메이크 뉴스(2021). 라이브커머스 방송 40%, 부당광고 의심 표현 노출. https://post.naver.com/viewer/postView.naver?volumeNo=30992429&memberNo=11029869&vType=VERTICAL
  3. H. J. Lee & Y. H. Sung.(2021). A Study on the Development of a Scale for the Motivation of Using Live Commerce according to the Change of Non-Face-to-Face Consumption Culture, Journal of Cultural Product & Design, 64, 215-226.
  4. H. S. Shin & H. E. Jeong.(2022). The effect of social media shopping motives on consumer behavior: Focusing on YouTube shopping Culture, Journal of Culture Industry, 22(3), 101-113.
  5. J. C. Wen & H. M. Lee.(2020). What Factors of Live Streaming Commerce Appeal to Chinese Consumers? The Influences of Platform and BJ Characteristics on Purchase Intention and the Moderating Effects of Gend, The e-Business Studies, 21(5), 215-234. https://doi.org/10.20462/TeBS.2020.10.21.5.215
  6. S. J. Lee.(2021). An Analysis of Determinants Affecting Satisfaction of Usage of Live Commerce from the Perspective of User, Information Source and Platform, The Journal of the Korea Contents Association, 21(3), 576-589.
  7. I. H. Choi(2021)., The Effects of The Characteristics of Live Commerce and The Characteristics of Information Source on Consumer Flow and Purchase Intention, A master's thesis, Hongik University.
  8. J. H. Chun. & Y. W. Lim.(2012). e-Service Quality and Behavioral Intention in the App Shopping Mall, Journal of the Korea Academia-Industrial cooperation Society, 13(4), 1609-1618. https://doi.org/10.5762/KAIS.2012.13.4.1609
  9. Lovelock, C. H(1981)., Why Marketing Management Needs to be Different for Services, Marketing Science International, pp. 72-76,
  10. M. J. Bitner.(1990). Evaluating service encounters: the effects of physical surroundings and employee responses, Journal of marketing, 54(2), 69-82. https://doi.org/10.1177/002224299005400206
  11. A. Parasuraman., L. L. Berry. and V. A. Zeithaml.(1993), More on Improving Service Quality Measurement, Journal of Retailing, 69(1), 140-147. https://doi.org/10.1016/S0022-4359(05)80007-7
  12. A. Parasuraman, V. Zeithaml. & L. L. Berry. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
  13. D. H. Yun. & Park.(2012). Effect of Perception Towards Service Failure Seriousness By Social Commerce Companies and Service Providers on Repurchase Intention and Revisit Intention, Journal of Service Research and Studies, 6(3), 107-122. https://doi.org/10.18807/JSRS.2016.6.3.107
  14. H. S. Kim.(2017), A Theoretical Study of Service Recovery Strategies, Journal of service research and studies, 7(4), 109-126.
  15. R. L. Oliver. & J. E. Swan.(1989), Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction, Journal of Consumer Research, 16(3), 372-383. https://doi.org/10.1086/209223
  16. A. Mukherjee. & P. Nath.(2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European journal of marketing, 41(9/10), 1173-1202. https://doi.org/10.1108/03090560710773390
  17. C. B. Crisp., S. L. Jarvenpaa. & P. A. Todd.(1997). Individual differences and internet shopping attitudes and intentions. Graduate School of Business Working Paper, University of Texas.
  18. R. Johnston.(1995). The determinants of service quality: satisfiers and dissatisfiers. International journal of service industry management, 6(5), 53-71. https://doi.org/10.1108/09564239510101536
  19. S. W. Chung(2022), The Effect of Live Commerce Detailed Attributes on Purchase Satisfaction and Repurchase Intention, Doctoral dissertation, Dankook University.
  20. S. J. Oh.(2022), The Effect of Live Commerce Characteristics on Loyal, Doctoral dissertation, Gachon University.
  21. R. B. Kline.(1998). Software review: Software programs for structural equation modeling: Amos, EQS, and LISREL. Journal of psychoeducational assessment, 16(4), 343-364. https://doi.org/10.1177/073428299801600407
  22. J. H. Steiger.(1990), "Structural Model Evaluation and Modification: An Interval Estimation Approach,"Multivariate Behavioral Research, 25(2), 173-180. https://doi.org/10.1207/s15327906mbr2502_4