SERVQUAL 및 IPA 분석을 활용한 OTT 서비스 운영 분석

초록

This study investigates and analyzes the service quality of over-the-top (OTT) media service and the strategic directions of service operations. For the analysis of service quality, the SERVQUAL model is used. Considering the unique characteristics of OTT services, the dimensions of service quality are newly constructed by adding characteristics of contents. After analyzing OTT service quality, importance-performance analysis (IPA) is used to classify service operations factors into four areas by importance and performance. From this classification, strategic directions of service operations for domestic OTT service companies are derived. The SERVQUAL and IPA results differ according to gender and frequency of use. The importance of introducing and operating differentiated media contents suitable for each gender is an important point for domestic OTT companies to consider carefully. The academic significance of this study is that it newly defines the quality dimensions of OTT service, which is rapidly changing and developing, and suggests a method to analyze strategic directions of service quality and service operations in consideration of the COVID-19 pandemic. In addition, this study provides important implications for domestic OTT companies by presenting various strategic directions for service operations through research on the market leader.

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