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http://dx.doi.org/10.9723/jksiis.2011.16.5.115

Effects of Ease of Use and Usefulness of Smart Phones on Switching Barrier, Customer Loyalty  

Lee, Jin-Choon (경일대학교 경영학부)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.16, no.5, 2011 , pp. 115-126 More about this Journal
Abstract
This study focused on analyzing the effects of ease of use, usefulness on switching barrier and loyalty in the Korean telecommunication market. This study formulated a structural equational model, in which ease of use was adapted as an exogenous variable and in which usefulness, switching barrier were included as intermediate variables, having influences to the endogenous variable such as customer satisfaction and loyalty. In this study 6 hypotheses had been formulated, on which this research model was based, in order to test the significance of structured paths, suggested, in the previous articles, that having high interactive effects. This study collected the effective questionnaires of 452 respondents who had jobs nationwide and who used the telecommunication terminals and then analyzed with AMOS19 and SPSS19 to test the hypotheses. As a result, the conclusions are as follows: First, the ease of use and usefulness had significant effects on the switching barrier. Secondly, ease of use had a significant effect on the usefulness of customers, by which customers' satisfaction was influenced at low significant level. After all, the effects of ease of use and usefulness on switching barrier and satisfaction of the users of smart phones had been shown at the highest level.
Keywords
Ease of Use; Usefulness; Switching Barrier; Smart Phone; Loyalty;
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