IPTV의 서비스품질이 고객충성도에 미치는 영향 -서비스가치와 고객만족을 매개변수로-

IPTV services, as the convergence service of communication and broadcasting, are regarded as the essential information communication media in the New Economy era by providing the consumers with various services through the collaboration among communications, broadcasting and many of other media service providers. The research starts with recognition that, in the new media era, where communication and broadcasting are converging, there are endless demands for new services and various contents, which are driving forces behind the business model of IPTV. In terms of company management for market segmentation and creating new market opportunity, IPTV service has many important meanings. This study was designed to investigate the casual relationship among service quality, service value, customer satisfaction, and customer loyalty in the IPTV service. Through the empirical results, specific dimensions of IPTV service quality were discovered to be tangibles, reliability, responsiveness, assurance, and empathy. The findings indicate that (1) IPTV service quality has a partial positive effect on service value and customer satisfaction, (2) service value has a positive effect on customer satisfaction and customer loyalty (3) customer satisfaction has a positive effect on customer loyalty, and (4) service value intervening between IPTV service quality and customer satisfaction plays an important role. This paper presents a lot of implications both theoretical and practical sides.