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http://dx.doi.org/10.7838/jsebs.2011.16.3.047

Choice Satisfaction of the Broadband Internet Network Services  

Kang, Hyun-Mo (국민대학교 경영대학)
Bang, Joung-Hae (국민대학교 경영대학)
Lee, Eun-Hyung (국민대학교 경영대학)
Publication Information
The Journal of Society for e-Business Studies / v.16, no.3, 2011 , pp. 47-66 More about this Journal
Abstract
This study empirically investigates the antecedents and outcomes of choice satisfaction in the context of choosing and using the broadband Internet network services. Hypotheses are tested with regression models analyzing a survey data of 481 consumers of the broadband Internet network services in Korea. Our results show that choice satisfaction is affected by choice contexts while service satisfaction is not. Choice satisfaction is as important as service satisfaction for formation of switching intentions whereas it is less important for formation of recommendation intentions. Also, consumers characteristics are reported for those whose service satisfaction and choice satisfaction are not consistent. Choice satisfaction is a distinctive concept different from service satisfaction. Marketers can make consumers more satisfied not only managing delivery of services but also by managing their choice contexts. That will increase the loyalty of their consumers. This study finds unique determinants of choice satisfaction. Further studies are needed to clarify boundary conditions regarding the effects of choice contexts on choice satisfaction.
Keywords
Choice Satisfaction; Service Satisfaction; Choice Contexts; Broadband Internet Network Services;
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