Hi Tina It's Woo
Lately, I'm working on my research paper and there is an English abstract as follows. I wrote it by myself but, little bit worried because of my broken English. It would be great help for me if you correct any broken English sentences or weird expressions.
Drivers of Customer Defection
in Online Games upon Customer’s level of experience
Wooyong Jo
School of Business, Yonsei University
Abstract
Game
industry has grown steadily and online games have become one of the most
attractive game segments for its promising annual market growth. However, it is
obvious that customer management in online game industry has received little to
no attention from current researches. The purpose of this study, therefore, is
to analyze the drivers of customer defection in online game settings and
suggest the managerial insights to increase customer retention rate. The
authors obtained data from one of the biggest game publishers in South Korea
and analyzed it to find significant drivers of customer defection. The research
found 3 key variables which are highly related to customer defection as
follows: Learning, Playing, and Achievement. Further, the research also
confirmed that the influence of these variables vary upon customer’s level of
experience. Specifically, for novice customers who just joined the online game,
all of variables mentioned are significant and Playing is turned out to be the
most powerful indicator of customer defection. However, for the regular
customers who already have fluent experience in the game, playing and
achievement are both significant but Learning is turned out to be insignificant
indicator of customer defection. Based on these empirical findings, the authors
applied virtual customer retention strategies and obtained pretty much successful
customer retention from novice customers. But, for regular customers, the
performance of customer retention was minimal. These findings suggest that
customer retention strategy in online games should focus on different variables
of customers considering customer’s level of experience in the game and should
target the novice gamers more heavily.
