혁신기술수용 이후：차세대 서비스 업그레이드 의향에 대한 서비스 속성만족의 차원과 고객 충성도의 역할
Post-Adoption Behavior：Role of Customer Satisfaction and Customer Loyalty in the Next-Generation Service Upgrading
손민희(KT 홈고객전략본부); 한계숙(유한대학교)
26권 3호, 79~100쪽
초록
Recently, most tech-based products are of multiple generations, since new-generation products are replacing the older ones as technologies continue to improve. Although, this means that research is needed to examine as much about the role of post-adoption behavior as the missing link between the adoptions of successive generation as first adoption of innovation, there is a dearth of literature explicitly examining consumers' post-adoption behavior, especially in the context of subscription-based service. For the subscription-based services, in spite of the important role of consumer satisfaction, research on the post-adoption behavior can not carefully examine the direct impact of consumer satisfaction on their decision to upgrade by considering usage instead of satisfaction as the missing link between buyers' first adoption and their next-generation adoption.
Abstract
Recently, most tech-based products are of multiple generations, since new-generation products are replacing the older ones as technologies continue to improve. Although, this means that research is needed to examine as much about the role of post-adoption behavior as the missing link between the adoptions of successive generation as first adoption of innovation, there is a dearth of literature explicitly examining consumers' post-adoption behavior, especially in the context of subscription-based service. For the subscription-based services, in spite of the important role of consumer satisfaction, research on the post-adoption behavior can not carefully examine the direct impact of consumer satisfaction on their decision to upgrade by considering usage instead of satisfaction as the missing link between buyers' first adoption and their next-generation adoption.
- 발행기관:
- 한국경영과학회
- 분류:
- 경영학