[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.5392/JKCA.2010.10.12.243

Influence of the Quality, Satisfaction and Brand Loyalty to Core Product on Purchasing Intention and Expected-Discounting Rates for Bundle Products; Focused on Telecommunications-Broadcasting Bundle

Sim, Jin-Bo (한국전자통신연구원 기술전략연구본부)

Publication Information

The Journal of the Korea Contents Association / v.10, no.12, 2010 , pp. 243-253 More about this Journal

Abstract

The competition for telecommunication-broadcasting bundle is under full steam. Even large mobile OS companies like Apple and Google are showing signs of moving into the telecom and broadcasting industry, and it is expected that competition for bundle will become even fiercer. In the light of this situation, this study will show which factors can heighten purchasing intention for bundle and lower expected-discounting rates, seeking its answer in the quality, satisfaction, and brand loyalty to core product. The results of the study show that the brand loyalty to core product affects the customer's purchasing intention positively while lowering expected-discounting rates. This conclusion suggests the importance of a marketing strategy that heightens satisfaction of existing customers who use a single item, which is just as important as strategies to induce switching behavior of the customers of other companies through competitive pricing. Also, the results suggest that rather than appeal to loyal customers through discounts, it is more effective to offer them different benefits or value.

Keywords

Telecommunication-Broadcasting Bundle; Brand Loyalty; Purchasing Intention; Expected-Discounting Rates;

Citations & Related Records

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