기업 소셜미디어에 대한 고객충성도의 주요 선행요인에 관한 연구

다국어 초록 (Multilingual Abstract)

The role of corporate social media has recently increased in a corporate’s communication with its customers, resulting in facilitating corporate promotion, increasing brand awareness, and improving sales. In light of this observation, this paper examines how to obtain and retain customer’s loyalty toward corporate social media. Intensive literature review revealed that service quality, corporate image, and satisfaction are major antecedents of loyalty. Data collected from online panel were used to test research hypotheses. The findings indicates that responsiveness and empathy are key determinants of corporate image and satisfaction. The effect of assurance on corporate image is found to be significant whereas assurance has no impact on satisfaction. Corporate image is proven to positively affect satisfaction and loyalty, and satisfaction positively influences loyalty. Academic and practical implications are discussed.

목차 (Table of Contents)

• Abstract
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 연구 가설
• Ⅲ. 연구 방법
• Ⅳ. 분석 결과
• Ⅴ. 토론 및 결론
• 참고문헌

참고문헌 (Reference)

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