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2021 Vol.9, Issue 1 Preview Page

Research Article

Effects of Personalized Service vs. Customized Service on Customer Satisfaction and Purchase Intention in Subscription Service

구독서비스에서 개인화 서비스 vs. 맞춤화 서비스가 고객만족 및 구매의도에 미치는 영향

Hang Lee1, Joon-Hwan Kim2

이항1, 김준환2

1Professor, Department of Economics, Gachon University
2Assistant Professor, Department of Paideia, Sungkyul University
1가천대학교 경제학과 교수
2성결대학교 파이데이아학부 조교수
31 March 2021. pp. 17-28
PDF Citation
Abstract
본 논문은 코로나19 사태로 인해 소비자들의 태도와 행동이 급격히 변화하고 있는 상황에서, 구독서비스 이용자가 지각하는 개인화 서비스 및 맞춤화 서비스가 고객만족 및 구매의도에 어떤 영향을 미치는지를 살펴보았다. 그리고 이러한 영향관계에서 Z세대와 밀레니얼세대 간 차이가 있는지 확인하는 것을 목적으로 한다. 구독서비스 이용자 242명으로부터 수집한 자료를 구조방정식모형(SEM)으로 검증하였다. 분석결과, 첫째, 개인화 서비스와 맞춤화 서비스는 모두 고객만족에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 고객만족은 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 조절변수로 Z세대와 밀레니얼세대 두 집단에서 모두 개인화 서비스, 맞춤화 서비스와 고객만족 간의 관계에 대하여 조절효과가 없는 것으로 나타났다. 본 논문은 실무적으로 구독서비스를 제공하는 데 있어, 소비자 특성을 고려한 서비스전략 수립과 향후 이 분야를 연구하는 학계에 기초자료로 활용되는데 시사점을 제시하였다.
This paper examined how the personalized service and customized service perceived by subscription service users affect customer satisfaction and purchase intention in situation where consumers’ attitudes and behaviors are rapidly changing due to the COVID- 19 incident. And it aims to check whether there is a difference between Generation Z and Millennial in this influence relationship. The data collected from 242 users of the subscription service were verified with a structural equation modeling (SEM). As a result of analysis, first, it was found that both personalized service and customized service had a significantly positive effect on customer satisfaction. Second, it was found that customer satisfaction had a positive effect on purchase intention. Third, it was found that there was not a moderating effect on the relationship between personalized service, customized service and customer satisfaction in both groups of Generation Z and Millennial as a moderator variable. This paper presents implications for establishing a service strategy that considers consumer characteristics in providing subscription services in a practical way, and using them as basic data in the academics studying this field in the future.
Keywords
Subscription service
Personalized service
Customized service
MZ generation
Customer satisfaction
Purchase intention
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Information
  • Publisher :The Society of Convergence Knowledge
  • Publisher(Ko) :융복합지식학회
  • Journal Title :The Society of Convergence Knowledge Transactions
  • Journal Title(Ko) :융복합지식학회논문지
  • Volume : 9
  • No :1
  • Pages :17-28
  • DOI :https://doi.org/10.22716/sckt.2021.9.1.003
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