이동통신의 서비스품질이 고객애호도 형성에 미치는 영향 - 세대별 차이를 중심으로 -

• 영문명: The Effects of Service Satisfaction on Customer Loyaltyin Korean Mobile Communication Market
• 발행기관: 한국상품학회
• 저자명: 송균석(Song Kyun-Seok) 손원상(Sohn Won-Sang)
• 간행물 정보: 『상품학연구』제33호, 187~214쪽, 전체 28쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2004.12.01

영문 초록

This study aimed to identify the service quality component of the telecommunications service industry that has rapidly grown for a short time and investigate what effect this service quality had on the formation of customer satisfaction and loyalty. Especially, it attempted to investigate what service dimensions had an effect on the formation of service satisfaction and loyalty of the major consumers of the telecommunications service industry, the generation that the telecommunications service providers consider as the major source of profit. By doing so, it attempted to identify what marketing strategy was most effective and efficient to implement for each generation and make the strategic proposal for establishing the marketing strategy of the service provider targeting each generation. In general, service quality is stronger in its subjective characteristic than it is in objective characteristic because the quality of service, unlike general products, is difficult to evaluate objectively from the perspective of consumers, and consumers have the tendency to evaluate service quality through several attributes due to difficulty with its evaluation. As earlier mentioned, this study aimed to define through empirical analysis the service quality components each generation, the major target of marketing in the telecommunications service industry, perceived and investigate the relationship of the effect between customer satisfaction with service and the formation of the accompanying loyalty. To attain this goal, this study established the research hypothesis for consumers using the telecommunications service in Korea for empirical analysis and used SPSS for Windows 10.0 for statistical analysis. As a result, the following findings were obtained: First, it was found that the technical quality and functional quality telecommunications service consumers perceived was associated with service satisfaction. But it was found that only reliability and tangibility of the dimensions making up the functional quality had a significant relationship to service satisfaction. Especially, the so-called 2535 generation had the greater relationship to satisfaction compared to the otherenerations. This implies that the group of older people thought more importantly of the technicalquality of the service provider. And in terms of functional quality, the so-called 1318 generation thought more importantly of the tangibility of service and the 1924 generation and the 2535 generation thought relatively more importantly of reliability than the so-called 1318 generation. Second, the loyalty formed by service satisfaction in all the generations had a significant relationship to other-oriented solicitation and self-oriented retention. It was found that there was a relatively great difference in solicitation, the other-oriented loyalty, between the so-called 1924 generation and the other generations. And it was found that there was a relatively great difference in retention, the other-oriented loyalty, between the so-called 1924 generation and the other generations. That is, it was found that service satisfaction had a relatively less influence on the formation of loyalty in the 1924 generation than it did in the other generations.

목차

Ⅰ. 서론

Ⅱ. 이동통신 서비스 품질의 구성요인

Ⅲ. 서비스 품질과 고객만족간의 관계

Ⅳ. 고객만족과 고객애호도와의 관계

Ⅴ. 실증연구

Ⅵ. 결 론

참고문헌

Summary