The influence of service quality on gamer loyalty in massively multiplayer online role- playing games

Authors
DOI:
https://doi.org/10.2224/sbp.2011.39.10.1297
Keywords:
service quality, satisfaction, loyalty, massively multiplayer online role-playing games
Abstract

In this study we investigated how different dimensions of service quality might influence the loyalty of customers in the context of online games. By studying the gamers of massively multiplayer online role-playing games (MMORPGs), we tested our hypotheses using structural equation modeling techniques. We found that the service quality dimensions of privacy, effectiveness, and entertainment indirectly influence the loyalty of gamers through satisfaction, whereas interaction has a direct effect on their loyalty. These findings have implications for online game companies to improve customers’ loyalty.

Author Biographies
  1. Ya-Ping Chang, Huazhong University of Science and Technology
    School of Management
  2. Dong-Hong Zhu, Huazhong University of Science and Technology
    School of Management
  3. Ho Simon Wang, Zhongnan University of Economics and Law
    School of Intellectual Property Rights
References
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Issue
Vol. 39 No. 10 (2011)
Section
Articles
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