Journal of the Korea Safety Management & Science (대한안전경영과학회지)

Korea Safety Management & Science (대한안전경영과학회)
권호 표지

A study of How Internet Telephony Service Quality characteristics Affects Brand attitude : Applying a technology acceptance model

인터넷전화서비스품질 특성이 브랜드 태도에 미치는 영향 연구 : 기술수용모델을 중심으로

  • Jung, Kyung-Hee (Department of Industrial Engineering, KyungHee University) ;
  • Cho, In-Hee (Department of Industrial & Management Engineering, NamSeoul University) ;
  • Joo, Hyung-Joon (Department of Industrial Engineering, KyungHee University) ;
  • Cho, Jai-Rip (College of Engineering, KyungHee University)
  • Published : 2009.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

IP Telephony service was restricted to an outgoing call and low quality since the trust domestic IP Telephony service launch of Saerome co. Ltd, in Jan. 2000. However, Interest of IP Telephony service, which is substituted for PSTN, has been highly elated because of the developed equipment softswitch and new technology. This kind of importance and marketing of VoIP are recognized to telecommunication providers. With this trend, they try to administrate customer satisfaction and invest R&D to survive in this hard competition and unexpected change. To achieve this objective, they should try to realize the searching process of the quality decision attribution (QDA). However, there is little research on the aspect of service quality of Internet telephony so far. For this, the investigator established the tangibles, the reliability, the responsibility, the assurance, the empathy, the charge with information sources as core elements. In order to examine the influence of IP Telephony service upon the attitudes toward a brand and the purchase intention.

Keywords

References

  1. 권오상(2001). 인터넷전화 발전과 시사점, 정보통신정책, Vol. 13, No. 21, pp.1-21
  2. 권오상, 안재홍(2002). 인터넷전화-시장, 요금, 규제,정보통신정책, Vol. 14, No. 1, pp. 3-35
  3. 금윤섭(1998), 이동통신 서비스의 지각된 서비스품질에 관한 연구, 석사학위논문, 서울대학교
  4. 김계수(2007). 서비스 조직에서의 프로세스품질에 대한 이해와 6시그마 모형개발 : 구조방정식 모형분석이용, 품질경영학회지, Vol. 35, No. 2, pp. 84-99
  5. 김소연(1998), 이동전화 서비스품질 측정에 관한 연구: 대학생 고객을 중심으로, 석사학위논문, 관동대학교
  6. 김종의(2000). 소비자행동, 형설출판사
  7. 박혁준(1989). 소비자 태도 예측을 위한 피쉬바인의 행위의도모형에 관한 실증적 연구: 국내 드링크제를 중심으로, 경희대학교 박사학위 논문
  8. 이상욱(2000), 이동통신산업에서의 서비스만족도와 고객충성도와의 관계에 관한 연구, 석사학위논문,영남대학교
  9. Adams, D.A., Nelson, R.R., and Todd, P.A(1992). Perceived usefulness, ease of use, and usage of information technology: a replication, MIS Quarterly, Vol. 16, No. 2, pp. 227-247 https://doi.org/10.2307/249577
  10. Ajzen, I., and Fishbein, M.,(1980). Understanding Attitudes and predicting social behavior, Englewood Ciffs, NJ: Prentice-Hall, Inc., Upper Saddle Rive
  11. Assael, H., (1995). Consumer Behavior and Marketing Action(5th ed.), Cincinnati, OH: South-western College Publishing
  12. Chin, W.C., and Todd, P.A.,(1995). On the use, usefulness and ease of use of structural equation modeling in MIS research : a note of caution, MIS Quarterly, Vol. 19, No. 2, pp. 237-246 https://doi.org/10.2307/249690
  13. Davis, F. D., Bagozzi, R. P. and Warshaw, P. R.,(1989). User Acceptance Of Computer Technology : A Comparison Of Two Theoretical Models, Management Science, Vol. 35, No. 8, pp. 982-1003 https://doi.org/10.1287/mnsc.35.8.982
  14. Davis, F. D.,(1986). A technology Acceptance model for Empirically testing new end-user informaiton systems : Theory and results. Doctoral dissertation MIT Sloan School of Management, Cambridge, MA
  15. Engel, J. F., Blackwell, R. D. and Miniard, P.W.,(1990). Consumer Behavior, 6th ed., Hinsdale:The Dryden Press, Inc
  16. Fishbein, M., and Ajzen, I., (1975). Belief, attitude, intention, and vehavior: an introduction to theory and research. Reading Mass: Addison-Wesley Pub. Co
  17. Fornell. C., and Bokstein. F. L.,(1982). Two Structural Equation:LISREL and PLS Applied to Consumer Exit-Voice Theory, Journal of Marketing Research, Vol. 19, pp. 440-452 https://doi.org/10.2307/3151718
  18. KISDI, 2003b-8번
  19. Lutz, R. J.,(1975). Changing Brand Attitudes Through Modification of Cognitive Structure, Journal of Consumer Research, Vol. 1, No. 4, pp. 49-59 https://doi.org/10.1086/208607
  20. Mitchell, A. A. and J. C. Olsen., (1981). Are Product Attitude Beliefs the only Mediator of Advertising Effect on Brand Attitude?, Journal of Marketing Reearch, Vol. 18, No. 3, pp. 318-332 https://doi.org/10.2307/3150973
  21. Olins, W.,(2000). How Brands are Taking Over The Corporation, In M. Schultz, M. J. Hatch, & M. H. Larsen(Eds.), The expressive organizstion: Liking identity, reputation, and the corporate brand, Oxford, England: Oxford University Press
  22. Parasururaman A., Zeithaml Valarie A., and Leonard Berry L.,(1988). SERVQUAL; A Multiple Item Scale for Measuring Customer Perception of Service Quality, Journal of Retailing, Vol 64. Spring, pp. 12-40