모바일 애플리케이션의 고객가치가 고객만족과 신뢰를 매개로 지속적 사용의도에 미치는 영향

Abstract

With the increasing use of smartphone, the public demand of mobile applications expands simultaneously. And the business using mobile applications is growing rapidly. To improve performances of their own business, Mobile application companies are interested in customer value, customer satisfaction. Drawing from existent literature on customer value, the study focuses on the improvement of customer value, customer satisfaction, trust, continued use intention in the mobile applications. For the purposes of this study, A survey was conducted for 570 interviewers with experience using mobile applications by personal interview method, from May to September 2018. This study analyzes customer value factors affecting customer satisfaction and trust in mobile applications. Also this study analyzes the effect of customer satisfaction on trust, and analyzes the effect of customer satisfaction and trust on continued use intention. In this study, the customer value of mobile applications is composed of utility, personalization, enjoyment, aesthetics, communication, self-esteem and privacy risk factors. And mobile applications are classified into communication applications, information applications, and entertainment applications. First, the results indicate that some elements such as utility, enjoyment, aesthetics, self-esteem have a positive effect on customer satisfaction whereas privacy risk has a negative influence. The degree of influence of customer value on customer satisfaction is as follows in order : enjoyment, utility, self-esteem, aesthetics, privacy risk. Second, the results indicate that some elements such as utility, aesthetics, self-esteem have positive effects on trust. The degree of influence of customer value on trust is as follows in order : self-esteem, aesthetics, utility. Third, the results indicate that customer satisfaction positively influences trust. Fourth, the results indicate that customer satisfaction and trust positively influence continued use intention. And Customer satisfaction and trust mediate the relationships between customer value and continued use intention. Finally, The mobile applications are composed of 3 types: communication, information, and entertainment application. And the effect of customer value on customer satisfaction by the mobile application types is compared, which demonstrates there are differences among the mobile application types. In communication applications, enjoyment, communication, utility, and aesthetics factors have a positive effect on customer satisfaction whereas privacy risk has a negative influence. In information applications, self-esteem, aesthetics, enjoyment, and utility factors have a positive effect on customer satisfaction. In entertainment applications, enjoyment, utility, self-esteem, and aesthetics factors have a positive effect on customer satisfaction whereas privacy risk has a negative influence. This study suggests that mobile application operators discern feasibly relevant factors that may affect customer satisfaction and trust in mobile application. This study also shows how to enhance customer value factors. The results of this study can be used practically for the successful operation of mobile applications.