CAJ | 학술논문

本文通过分析关系型虚拟社区用户感知服务质量评价影响因素，以调查问卷的方式研究关系型虚拟社区用户感知服务质量和用户忠诚，并提出促进用户忠诚的三条路径：提高客户服务管理一用户满意一用户忠诚；提供额外的服务及功能一感知价值一用户满意一用户忠诚；关注网页的设计及内容一感知服务质量一用户满意一用户忠诚。其中，用户满意是培养用户忠诚的关键，提高客户服务管理是最直接、最快速培养用户忠诚的方法。隐私保护和限制会影响用户“被关注”感，从而降低用户感知服务质量的程度。
본문통과분석관계형허의사구용호감지복무질량평개영향인소，이조사문권적방식연구관계형허의사구용호감지복무질량화용호충성，병제출촉진용호충성적삼조로경：제고객호복무관리일용호만의일용호충성；제공액외적복무급공능일감지개치일용호만의일용호충성；관주망혈적설계급내용일감지복무질량일용호만의일용호충성。기중，용호만의시배양용호충성적관건，제고객호복무관리시최직접、최쾌속배양용호충성적방법。은사보호화한제회영향용호“피관주”감，종이강저용호감지복무질량적정도。
This paper analyses the influncing factors of service quality perception evaluation in relationship virtual communities. It also investigates the community customers＇, service quality perception and loyalty. It proposes three paths to promote customers＇ loyalty. Firstly, customer service management improvement→ customer satisfaction→ customer loyalty. Secondly, extra function and services provision→value perception→ customer satisfaction→ customer loyalty. Thirdly, more attention to webpage design and content →service quality pereeption→customer satisfaction → customer loyalty. Therefore, ＇ Customer Satisfaction＇ is positively related to loy- alty, and ＇ Customer Service Management＇ is the most direct and efficient path to promote customer loyalty. Privacy and restrictions will affect the users＇ service quality perception.