Determinants of The Continuance Intention to Use in The Korean 3G Telecommunications Market

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Myoung-Soo Kim
• 간행물 정보: 『아태비즈니스연구』제3권 제2호, 16~22쪽, 전체 7쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2012.12.30

영문 초록

Korean mobile telecommunications market is shifting from 2G to 3G service. Considering the revenue of voice-based communication has reached its maximum, 3G services can provide telecommunication companies with the opportunity to increase their revenues. As the competition in the market is becoming fierce, mobile carriers are trying to increase their profits by preventing their customers from switching to rivals. In this regard, managing customer can be a key success factor of the mobile telecommunications business by retaining existing customer. In this research, we tried to develop and test a model that aids further understanding of the determinants of continuance intention to use the current 3G service. We conducted empirical study through the analysis of 3G service users’ data in Korea. The results indicated that continuance intention to use the current 3G is dependent on the customer’s satisfaction with the service quality, handset, and brand image. We hope that analysis results will have significant implications in terms of both practical and theoretical aspects.

목차

Introduction

Literature Review

Research Model and Hypotheses

Analysis

Conclusions

키워드

3G Service Continuance Intention Customer Loyalty