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모바일 인터넷 서비스 품질 측정 및 마케팅 성과에 미치는 영향 연구

Measuring the Service Quality of Mobile Internet and Studying the Effects on Marketing Performance

박윤서|이승인|김삼권|양유
한국품질경영학회 (Korean Society For Quality Management)|2007.06|품질경영학회지 (Journal of Korean Society for Quality Management)|제35권 제2호|pp. 63-83

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참고문헌

주제분류학제간연구

초록

Abstract

As the mobile internet service market is rapidly growing, measuring and managing the service quality become a more critical issue to the service providers. Thus the purpose of this study is to compare SERVQUAL, SERVPERF, and non-difference score measures and to determine which one is superior to measure the service quality of the mobile internet service. This study also aims to analyze the structural relationship between the service quality, customer satisfaction and behavioral intentions (repurchase intention and word-of-mouth). For the purpose, survey data were gathered from the respondents who have used the mobile internet services and an empirical test was conducted. As the first research result, it was revealed that the non-difference score measure showed a much better model than other service measuring models (SERVQUAL, SERVPERF). And the second result was that two service quality factors (tangibles and empathy) among the mobile internet service quality factors significantly influenced the customer satisfaction and also the customer satisfaction had a significant effect on the repurchase and word-of-mouth.

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