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http://dx.doi.org/10.5392/JKCA.2014.14.06.385

Analysis of Market Share using Brand Switching Matrix in the Korean Mobile Market  

Seong, Gi Seong (KT 강원고객본부 경영지원센터)
Kang, Man Su (신용보증재단중앙회 리스크관리부)
Suk, Yeung Ki (선문대학교 IT경영학과)
Publication Information
The Journal of the Korea Contents Association / v.14, no.6, 2014 , pp. 385-396 More about this Journal
Abstract
In the Korean mobile market, the mobile phone has reach the stage of maturity in terms of demand. Since the long-term evolution(LTE) service was introduced in 2011, there have been drastic changes in the market structure. The purpose of this paper is to examine the user intension of brand switching, to analyse the market share among 3 major mobile service companies using the brand switching matrix and to provide some insights. The results show that the smartphone subscriber rate provided by Ministry of Science, lCT and Future Planning agrees with the market share by brand switching matrix of this study. The potential rate of costumer retention would be arranges in order of SKT>KT>LGU+. The preference of mobile service company on switch be in order of SKT>KT>LGU+. The future market share be SKT 63.55%, KT 21.99%, LGU+ 14.36%. The potential rate of costumer retention fell sharply over the past year, suggesting the drastic fluctuations in market share for a while.
Keywords
Brand Switching Matrix; Mobile Market; Market Share;
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Times Cited By KSCI : 2  (Citation Analysis)
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