Browse > Article

Analysis of the Causal Relationships Among the Factors that Influence the Use of Mobile Phone Services  

Suh, Bo-Mil (숙명여자대학교, 경영학부)
Wee, Kyeong-Woo (숙명여자대학교, 경영학부)
Yoo, Jin-Soo (숙명여자대학교, 경영학부)
Publication Information
Journal of Information Technology Services / v.6, no.1, 2007 , pp. 47-63 More about this Journal
Abstract
A lot of researchers have been interested in the factors influencing the use of mobile phone services. Most of the previous studies, however, verified only the research models developed by the authors. They did not consider which model agrees better with the real situation. This study presents six alternative models based on various previous studies, and compares the data fitness of the models. A Web survey of mobile phone users collected 2,217 cases. Statistical analyses, using SEM (Structural Equation Modeling), show that the fitness of the simplest alternative model is better than that of any other model. The simplest model has no causal relationship among exogenous factors, and proposes that all of exogenous factors have direct impacts on the customer satisfaction. In addition, the analyses say that corporate and brand image and additional service are more important than the other exogenous factors such as communication quality.
Keywords
Mobile Phone Service; Use of Service; Model Fit;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Brady, M. K. and C. J. Robertson, "Searching for a Consensus on the Antecedent Role of Service Quality and Satisfaction : An Exploratory Cross-National Study", Journal of Business Research, Vol.51, No. 1(2001), pp.53-60   DOI   ScienceOn
2 김광용, 김기수, "인터넷 설문조사를 활용한 사 이버 쇼핑몰 디자인에 관한 연구", 경영정보학연구, 제9권, 제2호(1999), pp.134-150
3 김재홍, 방세훈, 전대일, "이동통신서비스 시 장쏠림 현상의 이론적 분석", 한국산업조직 학회 정책세미나 논문집, 2004
4 이유재, 김주영, 김재일, "서비스 산업의 현 황에 대한 실증연구", 소비자학연구, 제7 권, 제2호(1996), pp.129-157
5 채서일, 사회과학조사방법론, 3판, 비앤엠 북스, 2005
6 한국전산원, 2005 국가정보화백서 설명자료, www.mic.go.kr, 2005
7 Asubonteng, P., K. J. McCleary, and J. E. Swan, "SERVQUAL Revisited : A Critical Review of Service Quality", Journal of Services Marketing, Vol.10, No.6(1996), pp.62-81   DOI   ScienceOn
8 Bitner, M. J., "Evaluating Service Encounters : The Effects of Physical Surroundings and Employee Responses", Journal of Marketing, Vol.54, No.2(1990), pp.69-82   DOI   ScienceOn
9 Chau, P. Y. K., "Reexamining a Model for Evaluating Information Center Success Using a Structural Equation Modeling Approach", Decision Sciences, Vol.28, No.2 (1997), pp.309-334   DOI   ScienceOn
10 Dabholkar, P. A., C. D. Shepherd, and D. I. Thorpe, "A Comprehensive Framework for Service Quality : An Investigation of Critical Conceptual and Measurement Issues through a Longitudinal Study", Journal of Retailing, Vol.76, No.2(2000), pp.139- 173   DOI   ScienceOn
11 Hair, J. F., R. E. Anderson, R. L. Tatham, and W. C. Black, Multivariate Data Analysis, 5th ed., Prentice-Hall, Upper Saddle River, NJ, 1998
12 Powpaka, S., "The Role of Outcome Quality as a Determinant of Overall Service Quality in Different Categories of Services Industries : An Empirical Investigation", Journal of Services Marketing, Vol.10, No.2(1996), pp.5-25   DOI   ScienceOn
13 Richard, M. D. and A. W. Allaway, "Service Quality Attributes and Choice Behavior", Journal of Services Marketing, Vol.7, No.1(1993), pp.59-68
14 Suh, B. and I. Han, "Effect of Trust on Customer Acceptance of Internet Banking", Electronic Commerce Research and Applications, Vol.1, No.3-4(2002), pp. 247-263   DOI   ScienceOn
15 Suh, B. and I. Han, "The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce", International Journal of Electronic Commerce, Vol.7, No.3(2003), pp.135-161
16 Weissbach, S., "Internet Research : Still a Few hurdles to Clear", Qauirk's Marketing Research Review, www.quirks.com, 1997
17 Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means- End Model and Synthesis of Evidence", Journal of Marketing, Vol.52, No.3(1988), pp.2-22   DOI   ScienceOn
18 Hayduk, L. A., Structural Equation Modeling with LISREL : Essentials and Advances, Johns Hopkins University Press, Baltimore, MD, 1987
19 Zeithaml, V. A., L. L. Berry, and A. Parasuraman, "The Behavioral Consequences of Service Quality", Journal of Marketing, Vol.60, No.2(1996), pp.31-46
20 Cronin, J. J., M. K. Brady, and G. T. M. Hult, "Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments", Journal of Retailing, Vol. 76, No.2(2000), pp.193-218   DOI   ScienceOn
21 Kline, R. B., Principles and Practice of Structural Equation Modeling, Guilford Press, New York, NY, 1998
22 Ahn, T., S. Ryu, and I. Han, "The Impact of the Online and Offline Features on the User Acceptance of Internet Shopping Malls", Electronic Commerce Research and Applications, Vol.3, No.4(2004), pp. 405-420   DOI   ScienceOn
23 . [22] Babakus, E., C. C. Bienstock, and J. R. Van Scotter, "Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth", Decision Sciences, Vol. 35, No.4(2004), pp.713-737   DOI   ScienceOn
24 Bolton, R. N. and J. H. Drew, "A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes", Journal of Marketing, Vol.55, No.1(1991), pp.1-9
25 윤재욱, "CVA개념을 도입한 이동전화서비 스 고객만족도 실증분석", IE Interfaces, 제12권, 제4호(1999), pp.487-495
26 Wang, Y., H.-P. Lo, and Y. Yang, "An Integrated Framework for Service Quality, Customer Value, Satisfaction : Evidence from China's Telecommunication Industry", Information Systems Frontiers, Vol. 6, No.4(2004), pp.325-340   DOI   ScienceOn
27 유창봉, 서비스속성의 긍정 및 부정적인 수 준이 마케팅성과에 미치는 영향에 관한 연구 -이동통신 서비스를 중심으로, 석사학위논 문, 경영학과, 서울대학교, 2002
28 Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml, "A Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions", Journal of Marketing Research, Vol.30, No.1(1993), pp. 7-27   DOI   ScienceOn
29 Miller, T. W. and P. R. Dickson, "On-line Market Research", International Journal of Electronic Commerce, Vol.5, No.3(2001), pp.139-167   DOI
30 김재홍, 방세훈, 전대일, "이동통신 시장쏠림 의 이론적 분석", 산업조직연구, 제12권, 제3호(2004), pp.47-83
31 윤태석, 구자대, "서비스품질, 고객만족과 재 구매 의도간의 관계", 상품학연구, 제21호 (1999), pp.231-278
32 Fornell, C., M. D. Johnson, E. W. Anderson, J. Cha, and B. E. Bryant, "The American Customer Satisfaction Index : Nature, Purpose, and Findings", Journal of Marketing, Vol.60, No.4(1996), pp.7-18   DOI   ScienceOn
33 Andaleeb, S. S. and A. K. Basu, "Technical Complexity and Consumer Knowledge as Moderators of Service Quality Evaluation in the Automobile Service Industry", Journal of Retailing, Vol.70, No.4(1994), pp.367-381   DOI   ScienceOn
34 DeLone, W. H. and E. R. McLean, "The DeLone and McLean Model of Information Systems Success : A Ten-Year Update", Journal of Management Information Systems, Vol.19, No.4(2003), pp.9-30   DOI
35 Etezadi-Amoli, J. and A. F. Farhoomand, "A Structural Model of End User Computing Satisfaction and User Performance", Information & Management, Vol. 30, No.2(1996), pp.65-73   DOI   ScienceOn
36 Taylor, S. A. and T. L. Baker, "An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase Intentions", Journal of Retailing, Vol.70, No.2(1994), pp.163-178   DOI   ScienceOn
37 Bentler, P. M. and D. G. Bonett, "Significance Tests and Goodness of Fit in the Analysis of Covariance Structures", Psy chological Bulletin, Vol.88, No.3(1980), pp. 588-606   DOI
38 Buttle, F., "SERVQUAL : Review, Critique, Research Agenda", European Journal of Marketing, Vol.30, No.1(1996), pp.8-32
39 이승규, 라준영, "이동전화 서비스의 고객 만족도와 서비스 품질에 관한 연구", 한국 경영과학회 추계학술대회논문집, 2000, pp.310-313
40 이훈영, 이훈영교수의 마케팅조사론, 2판, 도서출판 청람, 2006
41 Parasuraman, A., V. A. Zeithaml, and L. L. Berry, "SERVQUAL : A Multiple-Item Scale for Measuring Consumer Perception of Service Quality", Journal of Retailing, Vol.64, No.1(1988), pp.12-40
42 Parasuraman, A., V. A. Zeithaml, and L. L. Berry, "Alternative Scales for Measuring Service Quality : A Comparative Assessment Based on Psychometric and Diagnostic Criteria", Journal of Retailing, Vol.70, No.3(1994), pp.201-230   DOI   ScienceOn
43 김희철, 김민철, "이동전화 서비스 상품의 품 질요인에 관한 연구", 상품학연구, 제21호 (1999), pp.113-131
44 DeLone, W. H. and E. R. McLean, "Information Systems Success : The Quest for the Dependent Variable", Information Systems Research, Vol.3, No.1(1992), pp.60-95   DOI
45 Vehovar, V., K. L. Manfreda, and Z. Batagelj, "Sensitivity of Electronic Commerce Measurement to the Survey Instrument", International Journal of Electronic Commerce, Vol.6, No.1(2001), pp.31-51   DOI
46 오형민, 김철, 김상철, "컨텐츠서비스품질과 고 객만족 및 재구매의도간의 관계", 고객만족경 영연구, 제5권, 제2호(2003), pp.195-214
47 Woodside, A. G., L. L. Frey, and R. T. Daly, "Linking Service Quality, Customer Satisfaction, and Behavioral Intention", Journal of Health Care Marketing, Vol.9, No.4(1989), pp.5-17   PUBMED
48 한상린, 송윤헌, 조영빈, "이동통신상품의 서 비스품질이 고객만족에 미치는 영향", 한국 마케팅학회 추계학술대회논문집, 2001, pp. 127-141
49 Cronin, J. J. and S. A. Talyor, "Measuring Service Quality : A Reexamination and Extension", Journal of Marketing, Vol.56, No.3(1992), pp.55-68
50 Anderson, E. W., C. Fornell and D. R. Lehmann, "Customer Satisfaction, Market Share, and Profitability : Findings from Sweden", Journal of Marketing, Vol.58, No.3(1994), pp.53-66
51 서창적, "현장서비스의 품질경영요인에 관한 연구", 생산관리연구, 제6권, 제1호(1995), pp.163-191
52 장형섭, 강도원, "이동통신 서비스품질과 고 객만족에 관한 연구", 상품학연구, 제27호 (2002), pp.225-250
53 강병서, 인과분석을 위한 연구방법론, 무역 경영사, 1999