패키지SW의 서비스품질과 제품품질이 사용자만족과 구전 및 재사용의도에 미치는 영향에 관한 연구

Abstract

Recently, improving service quality for customer satisfaction is one of the most important issues and the task for the growth of company. Furthermore, plenty studies are going on progress to develop service quality in IT industry. There have been so many researches of product quality on package software but yet the service quality of package software has been rarely studied before. Thus, the purpose of this study is to formulate a scheme on how to enhance the competitivity of package software company by analyzing the impacts of these two factors on the customer satisfaction, Word-of-Mouth intention and the reuse intention. The study models have been designed and the hypotheses have been made through the examination of the precedent literature about package software product and service quality. A questionnaire survey was performed to collect information, and the unit of analysis was a person who used package software. This study used the statistical technique such as regression analysis. This study may be utilized as basic data for building marketing strategies when package software companies offer service to customers.