Structural equation model for effective CRM of digital content industry

Authors:
Yong Gyu Joo;So Young Sohn
Affiliations:
Department of Information and Industrial Engineering, Yonsei University, 134 Shinchon-dong, Seoul 120-749, Republic of Korea;Department of Information and Industrial Engineering, Yonsei University, 134 Shinchon-dong, Seoul 120-749, Republic of Korea
Venue:
Expert Systems with Applications: An International Journal
Year:
2008

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Abstract

Digital contents industry has been expanding its business based on broadband internet technology. But service level of contents provider has not reached the expected level of customers in the context of CRM yet. In this paper, we develop a structural equation model for customer satisfaction index (CSI) to measure the level of digital contents service quality reflecting the aspects of contents quality, service quality and provider quality. Our proposed model is applied to various types of contents such as on-line games, mobile contents, internet VOD services and e-music. The results give us the controllable feedback information to effectively improve customer satisfaction for each kind of digital content industry.