이동통신품질이 고객만족과 고객충성도에 미치는 영향 - 전환장벽의 조절효과를 중심으로 -
A Study on the Effects of the Mobile Telecommunication Quality on Customer Satisfaction and Customer Loyalty. - Focus on Moderation effect of Switching Barrier -
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Purpose: The purpose of this study was to propose useful suggestions by explore the effects of the Mobile Telecommunication service quality on customer satisfaction and Customer Loyalty ( Focus on Moderation effect of switching barrier) in Korea Mobile Telecommunication industry. Methods: After reviewing the literature, the structural eqation modeling(SEM) conducted by LISREL 8.53 test the research model. The data was collected from subscriber of mobile telecommunication service by the questionare in Korea. Results: The results of SEM show that Mobile Telecommunication Service Quailty have a positive effect on customer satisfaction, and customer satisfaction also have a positive effect on customer loyalty. And switching barrier have a moderation effect between customer satisfaction and customer loyalty. Conclusion: Mobile Telecommunication Service Quality is highly related to Customer Satisfation and Customer Loyalty, so Mobile Telecomunication Company should improve Service Quality especially price-related service quality and process/ human- related service quality. And the company need to get higher the positive Switching Barriers in order to improve Customer Loyalty.
Abstract
Purpose: The purpose of this study was to propose useful suggestions by explore the effects of the Mobile Telecommunication service quality on customer satisfaction and Customer Loyalty ( Focus on Moderation effect of switching barrier) in Korea Mobile Telecommunication industry. Methods: After reviewing the literature, the structural eqation modeling(SEM) conducted by LISREL 8.53 test the research model. The data was collected from subscriber of mobile telecommunication service by the questionare in Korea. Results: The results of SEM show that Mobile Telecommunication Service Quailty have a positive effect on customer satisfaction, and customer satisfaction also have a positive effect on customer loyalty. And switching barrier have a moderation effect between customer satisfaction and customer loyalty. Conclusion: Mobile Telecommunication Service Quality is highly related to Customer Satisfation and Customer Loyalty, so Mobile Telecomunication Company should improve Service Quality especially price-related service quality and process/ human- related service quality. And the company need to get higher the positive Switching Barriers in order to improve Customer Loyalty.
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