Abstract
An instrument for assessing viewer evaluations of webcasting service quality
Moonky Lee, Ph.D.
Associate Professor of Marketing
Dept. of Business Administration
Yonsei University
Ki-Dong Kim
Graduate student
Dept. of Business Administration
Yonsei University
Hae-Ryong Kim
Ph.D. candidate
Dept. of Business Administration
Yonsei University
The Internet broadcasting (or webcasting, hereafter) services are gaining popularity these days because of the increased level of viewer's interaction with as well as control over the prpgrams. An such, over 800 webcasters are competing in this area in the year 2000. As webcasting service market is increasingly competitive, measuring and managing webcasters' service quality are becoming a critical issue to the survival and growth of those service companies. Unfortunately, however, little research effort to date has been made as to developing a valid and reliable set of measures for assessing viewer perceptions of the webcasting service quality.
The present research integrates the measures of perceived service quality developed previously in various fields, generates a new set of measures for webcasting service quality, and tests the instrument on the basis of empirical data. It produces a multi-item instrument for measuring perceived quality of webcasting services. This instrument can be used in various stages and aspects in formulating online marketing strategies for webcasters. Implications of this instrument for webcasters are discussed in more detail.
Key Words: webcasting services, service quality, consumer perceptions