경영과학 (Korean Management Science Review)

한국경영과학회 (The Korean Operations Research and Management Science Society)
권호 표지
DOI QR코드

DOI QR Code

이동통신사 서비스 요인과 전환혜택이 고객만족도와 전환의도에 미치는 영향에 관한 연구

A Study on Effects that Service Factors of Telecommunication Company and Switching Benefit Influence to the Customer Satisfaction and Switching Intention

  • 구승환 (서울과학기술대학교 IT정책전문대학원) ;
  • 강호석 (서울과학기술대학교 IT정책전문대학원) ;
  • 장성용 (서울과학기술대학교 글로벌융합산업공학과)
  • Gu, Seung Hwan (Department of Industrial and Information Systems Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology) ;
  • Kang, Ho Seok (Department of Industrial and Information Systems Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology) ;
  • Jang, Seong Yong (Department of Industrial and Information Systems Engineering, Seoul National University of Science and Technology)
  • 투고 : 2014.03.02
  • 심사 : 2014.06.09
  • 발행 : 2014.07.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study looks for the service factors influencing to conversion among the domestic telecommunication companies and finds out the effect which the switching benefit affect the customer satisfaction and the switching intention. Eight service factors of the telecommunication company such as usability, call quality, terminal quality, auxiliary service, rates, after service, application and brand image are selected and verified using the structural equation model. Auxiliary service, rates and brand image give positive (+) effects to the customer's satisfaction, but the application gives negative (-) effects to the customer's satisfaction. Switching benefit affects significantly to the switching intention, but not to the customer satisfaction. The customer satisfaction gives a positive effect to the switching intention. The telecommunication service factors influence to customer satisfaction and switching intention, and switching benefit also influences to switching intention. It was analyzed that the significant influencing service factors were a little different among the telecommunication companies.

키워드

참고문헌

  1. An, Y.J. and C.E. An, "An Empirical Study on the Relations Between After Service Quality and Customer Satisfaction," Journal of Professional Management, Vol.2, No.1(1999), pp.121-145.
  2. Bae, S.H., J.G. Park, and S.I. Baek, "Exploring the Effects of Service/Product Quality in Building Customer Loyalty," Entrue Journal of Information Technology, Vol.10, No.2(2011), pp.163-180.
  3. Baek, J.S. and H.W. Kim, "A Study on Effects that Mobile Service Quality Reaches to Customer Satisfaction," Korea Polytechnic Colleges, Vol.10(2005), pp.63-89.
  4. Bentler, P.M. and A. Mooijaart, "Choice of Structural Model via Parsimony : A Rationale based on Precision," Psychological Bulletin, Vol.106, No.2(1989), pp.315-317. https://doi.org/10.1037/0033-2909.106.2.315
  5. Berry, "Relationship Marketing of Services- Growing Interest, Emerging Perspectives," Journal of the Academy of Marketing Science, Vol.23(1995), pp.236-245. https://doi.org/10.1177/009207039502300402
  6. Chang, B.Y., "The Analysis of the Factors Influencing Telecommunication Service Providers Selection on Purchase of Smart Phones," Journal of the Korea Society for Simulation, Vol.22, No.2(2013), pp.85-91. https://doi.org/10.9709/JKSS.2013.22.2.085
  7. Cho, H.H., "Study on Influence of Perceived Quality Factor of Smartphone on Satisfaction and Continued Use Intention : From the Standpoint of Updated Delone and McLean's Information System Success Model," Entrue Journal of Information Technology, Vol.11, No.2(2012), pp.167-180.
  8. Cho, H.J. and J.S. Noh, "A Study on Customer Satisfaction, Commitment, and Switching Intention of Mobile Telecommunications," Management Education Review, Vol.53(2009), pp.195-217.
  9. Choi, I.H., M.A. Jang, and J.Y. Park, "The Factors Influencing Brand Switching Behaviors in Mobile Telecommunication Industry," Journal of Marketing Management, Vol.12, No.1(2007), pp.35-53.
  10. Choi, S.I. and D.I. Kim, "5An Empirical Study on effect between Mobile Device Property and Customer Satisfaction," Journal of the Korea Academia-Industrial Cooperation Society, Vol.11, No.5(2010), pp.1856-1862. https://doi.org/10.5762/KAIS.2010.11.5.1856
  11. Choi, Y.G., "The Effect of Service Quality on Customer Satisfaction and Willingness to Purchase in the Mobile Telecommunication Industry," The Journal of Business Education, Vol.15(2007), pp.287-308.
  12. Choo, I.S., "A Study on Correlations of Portability Benefit/Willingness Subject to Satisfaction, Reliability and Loyalty against Mobile Communication Firms Caused by Consumption Characteristics of Pro-Basketball Fans," Doctoral Dissertation, Dept. of Physical Education Graduate School Dongshin University, 2009.
  13. Davis, F.D., "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS quarterly, Vol.13, No.3(1989), pp.319-340. https://doi.org/10.2307/249008
  14. Gwinner, K.P., D.D. Gremler, and M.J. Bitner, "Relational Benefits in Services Industries : The Customer's Perspective," Journal of the Academy of Marketing Science, Vol.26, No.2 (1998), pp.101-114. https://doi.org/10.1177/0092070398262002
  15. Han, K.H., "Construction of the Measurement and Evaluation Model for the Integrated Service Quality of Mobile Communication System," Doctoral Dissertation, Dept. of Industrial Engineering Graduate School Kyung Hee University, 2009.
  16. Han, K.H. and J.R. Cho, "A Study on Mobile Communication Service Quality," Journal of the Korea Safety Management and Science, Vol.11, No.2(2009), pp.187-195.
  17. Han, S.K. and J.H. Joo, "Analysis of the determinants of customer loyalty of mobile phone," Korean Association for Broadcasting and Telecommunication Studies Conference, 2008.
  18. Hong, S.H. and M.K. Kim, "The Determinants of Brand Equity in Mobile Telecommunication Service and Its Influence on HSDPA Service Provider Choice," Journal of the Korea Information and Communications Society, Vol.32, No.8(2007), pp.553-562.
  19. Hong, S.T., Y.D. Han, and W.J. Lee, "A Study on the Mediating Role of Commitments on Customer Satisfaction Focused on the Mobile Telecommunication Service," Korean Corporation Management Review, Vol.35(2010), pp.191-206.
  20. Hwang, S.D., "A study on Quality Characteristics Evaluation for Customer Satisfaction Oriented Product Development," Doctoral Dissertation, Dept. of Industrial Engineering Graduate School Keimyung University, 2006.
  21. Jeong, B.K. and A.M. Woo, "The Research of the Brand Attributes which Affects on Brand Preference and Purchase Intention," Journal of Brand Design Association of Korea, Vol.7, No.1(2009), pp.173-191.
  22. Kim, B.S. and M.E. Bae, "A Study on the influence of e-Service Quality of Internet Open- Market as Perceived Value, Customer Satisfaction and e-Loyalty," Journal of Korean Industrial Information Systems Society, Vol.15, No.4(2010), pp.83-101.
  23. Kim, H.M., J.H. Park, S.C. Lee, and Y.H. Suh, "Variables Affecting End-User Satisfaction in Application Market," Journal of the Korean Society for Quality Management, Vol.40, No.2 (2012), pp.211-218. https://doi.org/10.7469/JKSQM.2012.40.2.211
  24. Kim, M.K., M.C. Park, D.H. Jeong, and J.H. Park, "An Empirical Study on the Adjustment Effect of Switching Barriers on Customer Retention in Mobile Telecommunication Services," Journal of MIS research, Vol.13, No.3 (2003), pp.107-130.
  25. Kim, M.Y., M.K. Kim, and M.C. Park, "A Cross-National Study on the Relationship of Service Quality, Customer Satisfaction and Customer Loyalty in Mobile Telecommunication Services," Journal of the Korean Institute of Communication Sciences, Vol.29, No.1(2004), pp133-144.
  26. Kim, S.H., "Effects of Perceived Attributes on the Purchase Intention of Smart-Phone," Journal of the Korea Contents Association, Vol.10, No.9(2010), pp.318-326. https://doi.org/10.5392/JKCA.2010.10.9.318
  27. Kim, Y.H., J.I. Choi, Y.H. Jin, and D.W. Lee, "The Effects of Dissatisfaction on Consumer Behavioral Response in Smart-phone Application Service," Journal of the Korean Society for Quality Management, Vol.40, No.3(2012), pp.359-371. https://doi.org/10.7469/JKSQM.2012.40.3.359
  28. Korea Communications Commission, Statistics Data, 2013.
  29. Korea Communications Commission, 2012 Telecommunications service quality assessment report, 2013.
  30. Lee, D.J. and M.S. Kim, "Sources of the customer satisfaction in the Korean 3G service," Journal of International Trade and Commerce, Vol.7, No.2(2011), pp.251-267.
  31. Lee, J.C., "Effects of Ease of Use and Usefulness of Smart Phones on Switching Barrier, Customer Loyalty," Journal of the Korea Industrial Information System Society, Vol.16, No.5(2011), pp.115-126. https://doi.org/10.9723/jksiis.2011.16.5.115
  32. Lee, J.C. and S.H. Lee, "Analysis on Mediation Process of Service Quality of Korean Telecommunication on Customer Satisfaction : Focused on Comparison among Users of 2G, 3G and Smart Phone," Journal of Decision Science, Vol.20, No.1(2012), pp.117-147.
  33. Lee, S.H. and D.T. Kim, "The Effects of Ubiquitous Attributes of Mobile Contents on Consumer Acceptance," Journal of the Korea Management Association, Vol.19, No.20(2006), pp.651-678.
  34. Moon, C.Y., "A Study on Effects of Switching Barrier on Customer Retention," Doctoral Dissertation, Dept. of Business Administration Graduate School University of Incheon, 2010.
  35. Oh, J.C. and S.J. Yoon, "A Study on Switching Intention of Mobile Telecommunication Service User : Focused on Group Differences Based on Innovativeness," Journal of Korean Academy of Marketing Science, Vol.19, No.1(2009), pp.9-21. https://doi.org/10.1080/12297119.2009.9707283
  36. Seo, Y.K., "Determinants for Customer Satisfaction of the Smart Phone," Korean Corpor ation Management Review, Vol.49(2013), pp.41-56.
  37. Seo, Y.K., The study on the decision factors of mobile communication service change behavior after mobile number portability(MNP), Doctoral Dissertation, Dept. of International Business and Trade Myongji University, 2007.
  38. Sim, J.B., "A Study on Differentiation Strategy for Tablet PC and e-Book Reader by a Comparative Analysis of Acceptance. Diffusion Factors," Journal of The Korean Operations Research and Management Science Society, Vol.28, No.1(2011), pp.25-42.
  39. Sim, J.S., "A Study on the Evaluation Model of IT Service Quality : concentrated on the Quality Components in Mobile Communication Service," Korean Business Review, Vol.17, No.2(2004), pp.203-228.
  40. Yoon, J.I., S.J. Sung, and J.W. Lee, "A Study on Antecedents of Customer Switching Behavior in Mobile Services," Korean Management Science Review, Vo.26, No.3(2009), pp.169-184.
  41. Yoon, K.G. and G.C. Shin, "An Empirical Analysis of the Practical Activities with Regard to Corporate-level Strategies of the Mobile Telecommunication Service Firms," Korean Telecommunications Policy Review, Vol.17, No.3(2010), pp.17-51.
  42. Yoon, Y.S., B.S. Cho, and Y.W. Ha, "A Study on the effect of Spectrum difference between Cellular and PCS from Mobile Telecommunication Customer's perspective," Journal of Korea Technology Innovation Society, Vol.9, No.4(2006), pp.627-653.
  43. www.wikipedia.org.
  44. Zu, H.L. and J.C. Lee, "The Effects of Cellular Phone Service Quality and Switching Barrier to Customer Satisfaction and Loyalty in Korean Mobile Telecommunication Market," Journal of the Korea society of IT services, Vol.9, No.2(2010), pp.43-72.