Service Profit Chain 모델을 이용한 K-pop 산업의 가치창출 과정에 관한 연구

초록

In the recent years, the global success of K-Pop music—BTS in particular—is drawing a lot of attention in the global music industry. The year 2020 was another monumental year for K-Pop as BTS, the South Korean boy band, achieved a remarkable success by winning a few prominent prizes such as "Top Social Artist Award" and "Top Duo/Group Award" in the Billboard Music Awards. In the past, the global music industry was usually dominated by Western musicians, and the continued successes of the K-Pop groups tend to raise some intriguing questions. This study is an empirical research showing the value creation process of K-Pop groups by applying the service profit chain and satisfaction mirror theory. Summarizing the results, teamwork and service training of internal service quality had a significant effect on the satisfaction of group members, which in turn had a positive effect on the service value delivered to the fans and ultimately led to loyalty through the satisfaction of the fans. Fans are customers of the K-Pop industry, and their loyalty is an important factor for improving the performance of the entertainment company in the service profit chain theory. This study is meaningful in that actual data on the value creation process of the K-pop group were collected and empirically analyzed based on the service profit chain theory while there is few empirical research on the K-pop industry. It also has the meaning of providing strategic and operational guidelines for entertainment companies in the K-Pop industry.

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