웹 서비스 품질이 고객만족도에 미치는 영향요인에 관한 연구: N 포털사에 대한 사례

초록

Portal companies from the beginning to the present, such as Naver, Yahoo, Daum, and Google, are trying to gain a dominant position in the market (Information and Communication Policy Institute, 2016). Despite the fact that past researchers (Barnes & Vidgen, 2002; Loiacono, 2007) developed a measurement tool for Web service quality measurement, there has been little research on the quality of Web services in recent years. In this paper, we propose a new dimension for web service quality measurement based on previous research and use Kano model and structural equation. Through this, we consider the quality perception of users and conduct research with consideration of various purposes and services of users. This suggests new implications for how portal users perceive service quality. In this study, we tried to measure Web service quality by referring to WEBQUAL 4.0 proposed by Barnes & Vidgen (2002) and the researches of Kim (2003), Hong & Baek (2006). Approximately 250 copies of data were collected and 237 copies were analyzed using SPSS 24.0 and AMOS 23.0. The results showed that all five factors of web service quality had a positive effect on customer satisfaction and customer satisfaction had a positive effect on customer loyalty. Kano model classification results showed usability, information quality, and information security as unified quality, and interactivity and personalization as attractive quality. The three service quality factors classified as one-dimensional quality are information quality, usability, and information security. These had impacts of 0.339, 0.161, and 0.16 on customer satisfaction respectively. It is meaningful that the result of the study shows the quality of the web service that the company should continuously try to manage and that should make efforts to improve it. We also expect this study to be helpful in using Web service quality measurement tool, Kano model, and structural equation model.

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