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A study on the service satisfaction of Chinese mobile Apps -Comparing paid and free services-

중국 모바일 앱 서비스 만족에 관한연구 -유료와 무료 모바일 서비스의 비교-

  • Qin, Ying (Graduate School of Electronic Commerce, Chonnam National University) ;
  • Lee, Sang-Joon (Graduate School of Business Administration, Chonnam National University) ;
  • Lee, Kyeong-Rak (BK21 Plus Free e-Service Team, Chonnam National University)
  • 진영 (전남대학교 대학원 전자상거래학과) ;
  • 이상준 (전남대학교 대학원 경영학과) ;
  • 이경락 (전남대학교 BK21플러스 공짜 e-서비스 사업단)
  • Received : 2017.01.16
  • Accepted : 2017.04.20
  • Published : 2017.04.28

Abstract

The role of smartphones is changing from a communication system for exchanging calls and information into a universal platform for cultural services. Also, satisfaction for mobile application services on smartphones is a very important factor in the smart business. In This paper, we analyze the effects of the outcome, service scape, costs, and especially the impact of whether costumers having to pay or free for the app on customer satisfaction. For this purpose, we analyzed survey data on service quality of mobile app service from Chinese mobile app service users. We also analyzed the moderating effects of paid and free mobile app services. As a result, it was confirmed that the quality, servicescape quality and cost of mobile app service that customers perceive have a positive effect on customer satisfaction. In addition, the effect of the cost of mobile app service perceived by the customer on customer satisfaction showed that free mobile app service was more significant than paid mobile app service. This paper can be used as an alternative to monetization for providing a mobile app service provider or a mobile app service provider who wants to switch mobile app service from free to paid service.

Keywords

Mobile app service;Service quality;Cost;Customer satisfaction;Outcome quality;Fluid interaction quality

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