Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
권호 표지
DOI QR코드

DOI QR Code

Influence A Study on the Effects of Personalized Recommendation Service of OTT Service on the Relationship Strength and Customer Loyalty in Accordance with Type of Contents

콘텐츠 유형에 따라 OTT 서비스의 개인화추천서비스가 관계강화 및 고객충성도에 미치는 영향

  • Kim, Minjoo (Graduates of Global Service Management, Sogang Business School, Sogang University) ;
  • Kim, Minkyun (Sogang Business School, Sogang University)
  • 김민주 (서강대학교 경영전문대학원) ;
  • 김민균 (서강대학교 경영학부/경영전문대학원)
  • Received : 2018.09.01
  • Accepted : 2018.12.21
  • Published : 2018.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

The objective of this study is to suggest the measures for providing the personalized recommendation service, by analyzing the effects of personalized recommendation service of OTT service on the relationship strength and customer loyalty, and also to verify the differences in meanings of personalized recommendation service in accordance with the type of contents. In the results of this study, the personalized recommendation service has significant effects on the customer loyalty with the mediation of relationship strength, and in accordance with the type of contents mainly used by customers, there are differences in the effects of personalized recommendation service on the customers. Personalized recommendation service could be used as a tool for strengthening the relationship by inducing the commitment, which could improve the customer loyalty. When the contents have more active communications with customers, personalized recommendation service could largely contribute to the improvement of loyalty.

본 기술의 발전과 인터넷 환경의 변화로 인터넷 기반의 동영상 제공 서비스인 OTT(Over-the-top) 서비스 시장이 빠르게 성장하고 이용자의 데이터를 바탕으로 맞춤형 정보 및 콘텐츠를 제공하는 개인화추천서비스에 대한 고객의 요가 커졌다. 본 연구는 OTT 서비스의 개인화추천서비스가 관계강화와 고객충성도에 미치는 영향을 분석하며, 나아가 콘텐츠 유형에 따라 개인화추천서비스가 가지는 의미의 차이를 확인하여 개인화추천서비스의 제공 방안을 제시하는 것을 목적으로 한다. 연구결과에 따르면 OTT 서비스의 개인화추천서비스는 관계강화를 매개로 고객충성도에 유의한 영향을 미치며, 고객이 주로 이용하는 콘텐츠의 형태 및 내용에 따라 개인화추천서비스가 관계강화와 고객충성도에 미치는 영향에 차이가 있다. 본 연구를 통해 개인화추천서비스는 고객과의 관계 형성 및 몰입을 유도하여 관계를 강화하는 도구로 활용될 수 있고 이는 고객충성도를 향상하며, 고객과의 소통이 활발한 콘텐츠일수록 개인화추천서비스의 제공이 충성도 향상에 크게 기여함을 알 수 있다.

Keywords

SBSOSM_2018_v8n4_31_f0001.png 이미지

Fig. 1 Research Model

Tab. 1-1 Reliability

SBSOSM_2018_v8n4_31_t0001.png 이미지

Tab. 1-2 Discriminant Validity

SBSOSM_2018_v8n4_31_t0002.png 이미지

Tab. 2-1 Structural Model Results

SBSOSM_2018_v8n4_31_t0003.png 이미지

References

  1. Barnes, J. G. (1997). Closeness Strength and Satisfaction: Examining the Nature of Relationships between Providers of Financial Services and Their Retail Customers, Psychology and Marketing, 14(8), 765-790. https://doi.org/10.1002/(SICI)1520-6793(199712)14:8<765::AID-MAR3>3.0.CO;2-C
  2. Barry, J. M., Dion, P., & Johnson, W. (2008). A cross-cultural examination of relationship strength in B2B services, Journal of Service Marketing, 22(2), 114-235. https://doi.org/10.1108/08876040810862868
  3. BEREC (2016). Report on OTT services, Body of European Regulators for Electronic Communications.
  4. Chae, A.B. Lee, J.S. & Kim, S. W. (2017). A Study on The Recommendation Method to Induce Users' Participation of Video Watching in OTT Service Environment-focusing on the factors of gamification, The study of Basic Design & Art, 18(6), 633-648
  5. Chang, S. H. (2016). Study on Relationship Quality and L-Loyalty in Location-Based Service, The Journal of Korea Contents Association, 16(9), 1-11 https://doi.org/10.5392/JKCA.2016.16.09.001
  6. Chellappa, K. R. & Sin, G. R. (2005). Personalization versus Privacy: An Empirical Examination of the Online Consumer's Dilemma, Information Technology and Management, 6(2-3), 181-202. https://doi.org/10.1007/s10799-005-5879-y
  7. Cho, D. S. and Lee, H. Y. (2015). Social Presence, Flow, and E-loyalty : The Moderating Role of Perceived Value in Restaurant Mobile Environments, The Study of Korean Hospitality & Tourism, 63, 184-204.
  8. Choi, J. W. and Lee, H. J. (2012). An Integrated Perspective of User Evaluating Personalized Recommender Systems : Performance-Driven or User-Centric, Korean Journal of Society for e-Business studies, 17(3), 85-103.
  9. Choi, P. J., Shim, S. H. & Kim. H. K. (2011). A Study on the Impact of the Service Characteristics of Premium Internet Information Contents on Customer Satisfaction and Customer Loyalty, Management and Information Systems Review, 30(3). 1-25.
  10. Choi, S. K. (2015). Development and Innovation of Broadcasting Contents driven by Distribution Flatform, Broadcast Trends and Insights, (8-9)(2), 11-22.
  11. Chung, H. H. (2015). The Effects of Social Media Based Learning Engagement Types on Students' Loyalty to College Courses- Focused on the Mediating Effect of Social Presence and Lecture Commitment, The Journal of Korean Education, 42(2), 141-167.
  12. Donalson, B. & O'Toole, T. (2000). Classifying relationship structures: relationship strength in industrial markets, Journal of Business and Industrial Marketing, 15(7), 491-506. https://doi.org/10.1108/08858620010351724
  13. Eom, K. S. (2014). An empirical study of the effects of bigdata attributes and service characteristics of product recommendation system on consumer's acceptance intention, PhD Disseration, Soongsil University.
  14. Geyskens, I., Steenkamp, J. E. M., Scheer, L. K., & Kumar, N. (1996). The effects of trust and interdependence on relationship commitment: A trans-Atlantic study, International Journal of Research in Marketing, 13(4), 303-317. https://doi.org/10.1016/S0167-8116(96)00006-7
  15. Google (2012), The New Multi-screen World: Understanding Cross-platform Behavior.
  16. Gustafsson, A., Johnson, D. M.. & Roos, I. (2005). The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention, Journal of Marketing, 69(4), 210-218. https://doi.org/10.1509/jmkg.2005.69.4.210
  17. Ha, Y. G. (2014). Global OTT Service Market Trends and Forecastings, Korea Creative Content Agency.
  18. Han, Y. and Lee, S. Y. (2012). Relationship between N-screen Service and Home TV: Focusing on the Korean Representative N-Screen Service, Tving, The Journal of Korea Contents Association, 12(5), 144-153. https://doi.org/10.5392/JKCA.2012.12.05.144
  19. Joo, J. M. (2003). Rationale and Policy for Audience Protection as to Interactive Digital Broadcasting Service, The Journal of Media Science, 3(1), 207-238.
  20. Kang, J. W and Namkunh, Y. (2017). The impact of personalization of coffee brand mobile apps on perceived benefits, perceived risk, and brand commitment : Applying privacy-calculus theory, Korean Journal of Hotel Administration, 26(8), 35-54.
  21. Kim, D.H. and Park. N. (2015). Effects of OTT Service Users' Use Motivations on Satisfaction and Intention of Continued Use, Journal of Broadcast and Communication, 93, 77-110.
  22. Kim,. D.G., Choi, S.H. & Kim, S.J. (2017). An Analysis of the Users' Behavior Patterns in the Domestic OTT Services, Journal of Korean Interanet E-commnerce, 17(4), 69-82.
  23. Kim, M.J., Yoon, S.K. & Choi, J.H. (2014). The Effect of Aesthetics on the User's Loyalty of Mobile Video Streaming Apps, The Journal of Korean Society of Design Culture, 20(4), 63-74.
  24. Kim. M.K and Choi, B, R. (2016). Privacy Concern on IOT, Conference Proceedings of the Korean Society of Management Information Systems, 320-325.
  25. Kim, Y.J. (2015) Impact of OTT Service on the Content Creation, Distribution and Consumption, Studies of Broadcast Culture, 27(1), 75-102.
  26. Kim, Y.M and Kim. S. Y. (2011). The Relationship between Corporate Social Responsibility, Consentaneity of Comsumer and Brand Image, Attitude toward Brand and Brand Loyalty -Positive and Negative Information, The Physical Education and Sports, 45(1), 315-328.
  27. Kim, Y.S. (2012). The research trend of Recommended System for OTT Service, IE Magazine, 19(1), 37-42.
  28. Kim, H.K., Park, C. H. & Kang, S.H. (2007). A Study on Entertainment Quality is Effecting the Customer Loyalty Mediated by Customer Satisfaction in Web Site, Journal of The Korean Data Analysis Society, 9(1), 297-311.
  29. Kim. H.Y. and Lee, H.S. (2009). Analysis of e-Learning Content Types and Learner Satisfaction : Focused on Development Cases and Content Types of K Cyber University. The Studies of E-Business, 10(4), 299-316. https://doi.org/10.15719/geba.10.4.200911.299
  30. Kuttner, R. (1998). The Net : A Market Too Perfect for Profit, Business Week.
  31. Lee, B. J. (2016). The effect of product recommendation information of personalized recommendation system on corporate image : focused on customer's regulatory focus, Master Thesis, Sungkyunkwan University.
  32. Lee, H. S. and Hwang, H. S. (2016). A Study on Factors Influencing User's Satisfaction of OTT Service, Journal of Korean Society for Internet Information, 17(2), 39-40.
  33. Lee, J. S. and Lee, Y. G. (2012). A Study on the effects of social network service characteristics on customers' Loyalty, Journal of Korea Research Academy of Distribution and Management, 15(3), 49-65. https://doi.org/10.17961/jdmr.15.3.201206.49
  34. Lee, S. S., Chun, S. T. & Lee, T. H. (2017). A Study on the Impact of Customer Loyalty and Practical Value Perceived by The Customer Behavior Patterns in Internet Shopping : Focusing on the Moderating Effect of Shopping Interest, Journal of Korea Research Academy of Distribution and Management, 20(6), 93-103.
  35. Lee, S. W., Kim, H. Y. & Song, J. H. (2011). The Effect of Personalized Email Messages on Consumers' Perceived Interactivity, Purchase Intention and Loyalty, The Study of Korea Customer Satisfaction Management, 13(3), 85-100.
  36. Liang, T., Lai, H. & Ku, Y. (2007). Personalized Content Recommendation and User Satisfaction: Theoretical Synthesis and Empirical Findings, Journal of Management Information Systems, 23(3), 45-70. https://doi.org/10.2753/MIS0742-1222230303
  37. Moorman, C., Zaltman, G. & Deshpande, R. (1992). Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations, Journal of Marketing Research, 29(3), 312-328.
  38. Noh, D. H. (2018). A Study on Niche Analysis of the Competitive Relationship among Types of Business in Domestic OTT Service Market, Ph.D. Dissertation, ChungAng University.
  39. Noh, H.S., Kim. K.W. & Han, K.S. (2001). An Analysis on Performance of a Personalized Recommendation System for Customer Relationship Management of a Venture Company, The Studies of Internet Business, 2(2), 79-110.
  40. Nunally, J. C. (1978), Psychometric Theory. 2nd edition., NY: McGraw-Hill Book Company.
  41. Oh, E.H., Kim, C. S. & Chung, J. J. (2009). The Influence of the Characteristics of Digital Contents on the Usage Intention: Focusing on the Customer Types, Korean Journal of Business Administration, 22(1), 329-367.
  42. Parasuraman, A., Zeithaml, Z. V. & Berry, L. L. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31-46. https://doi.org/10.2307/1251886
  43. Park, Y. B. and Park, S. K. (2005). A Study on Structural Relationships among Value, Trust, Satisfaction, Commitment and Loyalty of Online Consumers, The Studies of Consumer Culture, 8(3), 43-61.
  44. Park, Y. H. (2017). The effect of personalization service characteristics on use intention : focused on moderating effects of technology readiness, Master Thesis. Hanyang University.
  45. Park, J. E. (2016). Personalized Experience, Preference Based Recommender System : User Perceived Value-based Recommender System Properties and Website Loyalty, Master Thesis, Yonsei University.
  46. Reichheld, F. F. and Schefter, P. (2000). E-Loyalty: Your Secret Weapon on the Web, Harvard Business Review, 78, 105-113.
  47. Selnes, F. (1993). An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty, European Journal of Marketing, 27(9), 19-35. https://doi.org/10.1108/03090569310043179
  48. Shim, J.H. (2008) An Empirical Study on User's e-Loyalty in Trustworthness of Electronic Trade Service, Journal of International Commerce and Information, 10(3), 23-40.
  49. Son, B.M. and Kim, D.S. (2011). The Effect of Tourism Storytelling Choice Attributes on Tourist Satisfaction and Loyalty, The Journal of Korea Contents Association, 11(2), 432-435. https://doi.org/10.5392/JKCA.2011.11.2.432
  50. Song, M.J. (2013). Study on business models as alternatives to Network Neutrality conflict: Based on six strategic factors of platform on two-sided markets, The Journal of Cybercommunication Academic Society, 30(1), 191-239.
  51. Yang, Y. J. and Kim. S. I. (2013). A Study on Factors that Affect Brand Loyalty in Mobile SNS Advertising - Focusing on KakaoTalk 'Plusfriends', The Study of Digital Design, 13(1), 99-110. https://doi.org/10.17280/jdd.2013.13.1.010
  52. Yoo, B. H., Lee, H.M. & Kim, S.K. (2016). The impact of mobile personalized service perception on mobile shopping satisfaction and loyalty : Focusing on the moderation effect of perceived control, The Study of Korea Customer Satisfaction Management, 18(1), 1-21.
  53. Yoo, S. J. and Lee, Y.J. (2015). A Study on the Impact of User's Characteristics and Perceived Awareness on the Satisfaction to Using Personalization App: focus on Android Launcher App, Korean Journal of Design Forum, 48, 93-104.
  54. Yoo, S. J., Lee, H. Y. & Lee, S. J. (2003). Study on Website Personalization Service Quality and Customer Behavior, Journal of Korea Service Management Society, 4(2), 165-189.
  55. Yoon, M. H. (2007). Exploring Factors Affecting Relationship Quality and Strength in Local Exporters, Asia Marketing Journal, 9(3), 33-73.

Cited by

  1. AHP를 이용한 OTT 평가요인에 관한 연구 vol.29, pp.4, 2020, https://doi.org/10.5859/kais.2020.29.4.193