[논문]베트남 이동 통신 서비스 품질이 고객충성도에 미치는 영향에 관한 연구 : 베트남 사용자를 중심으로

응웬꾸잉리엔; 이룡; 김광용

doi:10.9716/kits.2013.12.3.055

베트남 이동 통신 서비스 품질이 고객충성도에 미치는 영향에 관한 연구 : 베트남 사용자를 중심으로
A Study On The Effect of Mobile Communication Service Quality On Customers Loyalty in Vietnam 원문보기

한국IT서비스학회지 = Journal of Information Technology Services, v.12 no.3, 2013년, pp.55 - 71

응웬꾸잉리엔 (숭실대학교 경영학과) , 이룡 (숭실대학교 경영학과) , 김광용 (숭실대학교 경영학과)

Abstract ▼ AI-Helper

Mobile communication industry is attracting a lot of attention all over the world and is expected to continue developing endlessly with the current rapid development of IT industry. Nowadays, mobile communication companies of vietnam are competing about service quality in order to retain existing customers and improve customer satisfaction and customer loyalty. This study attempts to research about the effect of mobile communication service quality on customer satisfaction and affecting relationship between customers satisfaction and customer loyalty. In this research empirically examine how mobile communication service quality influence customer loyalty in Vietnam. To do this, after considering characteristics of mobile communication service quality, quality measurement instrument was designed including call quality, call charge, cellphone, added service quality, corporate image, employee's attitude, and behavior. The study finds that all factors of call quality, added servces quality, corporate image, employee's attitude and behavior have positive effect on customer satisfaction except call charge and customers satisfaction also effects customers loyalty positively. From these results, Vietnam domestic mobile communication companies and foreign companies can grasp the general information about Vietnam mobile communication industry, and then, establish customers satisfaction strategies more effectively.

주제어

AI 본문요약
AI-Helper

* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.

문제 정의

This paper is to study the effect of mobile telecommunication service quality on customer satisfaction through empirical analysis. Because studying about Vietnam mobile telecommunication service quality not only helps improve service quality but also provides important basis for setting up operational strategies in mobile companies.
This research applies the modified American Customer Satisfaction Model to study consumer satisfaction with the mobile services industry in Vietnam. Thus, we hypothesized :

가설 설정

- H1 : Call quality has positive effect on customer satisfaction.
- H2 : Charge has negative effect on customer satisfaction.
- H3 : Cellphone has positive effect on customer satisfaction.
- H4 : Added services quality has positive effect on customer satisfaction.
- H5 : Corporate image has positive effect on customer satisfaction.
- H6 : Employee’s attitude and behavior have positive effect on customer satisfaction.
- H7 : Customer satisfaction will positively affect customer loyalty of mobile services.
1. Tangibles involve the appearance of physical facilities, including the equipment, personnel, and communication materials.
3. Responsiveness involves the willing ness to help customers.
From H1 to H6, the factors of mobile telecommunication services’quality include call quality, cell phone, added services quality, corporate image, employee’s attitude and behavior are positive effect on customer satisfaction.

제안 방법

This study analyzed empirically in order to examine the effect of mobile communication service quality such as call quality, charge, cell phone, added services, company image, employee’s attitude and behavior on customers satisfaction and the relationship between customers satisfaction and customers loyalty.
To conduct empirical analysis, investigated the effect of mobile telecommunication services quality on customers satisfaction with survey target on subscribers who are living in Hanoi, Vietnam. Then, used SPSS 12.

대상 데이터

Nextare Mobifone and Vina Phone. Rank the 4this Vietnam Mobile with 3,545,028 subscribers. Currently, network operators continue their marketing strategies actively so that they can expand the number of subscribers.

데이터처리

SPSS 12.0 was used for basic statistical analysis, factor analysis, reliability analysis and multiple regression analysis.
To conduct empirical analysis, investigated the effect of mobile telecommunication services quality on customers satisfaction with survey target on subscribers who are living in Hanoi, Vietnam. Then, used SPSS 12.0 statistics analysis programme in order to conduct frequency analysis, reliability analysis, factor analysis, multiple regression analysis.

성능/효과

2. Reliability involves the ability to perform the promised service dependably and accurately.
Fifth, the result of testing hypotheses through multiple regression analysis to confirm effect relationship between company image and customers satisfaction was that company image and positive effect on customers satisfaction. It means mobile telecommunication companies have to strive to strengthen competitiveness.
First, the result of testing hypotheses through multiple regression analysis to confirm effect relationship between call quality and customers satisfaction was that call quality had a positive effect on customers satisfaction. It means that when customers use mobile telecommunication services, call quality will affect positively customers satisfaction.
Fourth, the result of testing hypotheses through multiple regression analysis to confirm effect relationship between additional services and customers satisfaction was that additional services have positive effect on customers satisfaction. It means that when a variety of additional services have been developed recently, it is inevitable for mobile customers to use additional mobile telecommunication services.
In this study, call quality, service charge, cellphone, added service quality, corporate image and employees attitudes and behavior are set as independent variables, and customer satisfaction is set as parameter variable and customer loyalty is set as dependent variables. The structure of questionnaire is shown as below [Table 2].
Second, currently, the quality of mobile services has been improved much and the satisfaction of the customers have been raised. Thanks to it, the number of rubbish SIM cards has been gradually decreased.
Seventh, the result of testing hypotheses through multiple regression analysis to confirm effect relationship between customer satisfaction and customer loyalty was that customer satisfaction had a positive effect on customers loyalty. It means that the more customers feel satisfied, the more loyal they will be.
Sixth, the result of testing hypotheses through multiple regression analysis to confirm effect relationship between employee’s attitude and behavior and customers satisfaction was that employee’s attitude and behavior had a positive effect on customers satisfaction.
The factor that affected the most customers’ satisfaction was company image, next was added services, third was employee attitudes and behavior, call quality and cell phone affected less.
Third, the result of testing hypotheses through multiple regression analysis to confirm effect relationship between cell phone and customers satisfaction was that cell phone had a positive effect on customers satisfaction. It means when customers want to get a new cell-phone, they have to consider its function, design and price

참고문헌 (38)

Alkhalaf, S., S. Drew, and A. Nguyen, "Validation of the IS Impact Model for Measuring the Impact of e-Learning Systems in KSA Universities : Student Perspective", International Journal of Advanced Computer Science and Applications, Vol.3, No.5 (2013), pp.73-78.
Andaleeb, S. S. and A. K. Basu, "Technical complexity and consumer knowledge as moderators of service quality evaluation in the automobile industry", Journal of Retailing, Vol.70, No.4(1994), pp.367-381.

상세보기
Babakus, E. and G. W. Boller, "An Empirical Assessment of the SERVQUAL Scale", Journal of Business Research, Vol.24(1992), pp.253-268.

상세보기
Bolton, R. N. and J. H. Drew, "A Multistage Model of Customers？ Assessments of Service Quality and Value", Journal of Consumer Research, Vol.17, No.1(1990), pp.375-384.
Boshoff, C. and B. Gray, "The relationships between service quality, customer satisfaction, and buying intentions in the private hospital industry", South African Journal of Business Management, Vol.35, No.4 (2004), pp.27-37.
Brady, M. K. and C. J. Robertson, "Searching for a consensus on the antecedent role of service quality and satisfaction : an exploratory cross-national study", Journal of Business Review, Vol.51, No.1(2001) p.53.

상세보기
Brown, T. J., G. A. Churchill, Jr and J. P. Peter, "Improving the Measurement of Service Quality", Journal of Retailing, Vol.69, Issue.1(1993), pp.127-140.

상세보기
Chen, Z. and A. J. Dubinsky, "A conceptual model of perceived customer value in ecom merce : apreliminary investigation", Psychology and Marketing, Vol.20, Issue.4 (2003), pp.323-347.

상세보기
Cronin Jr, J. J. and S. A. Taylor, "Service fads-meaningful strategies for the real world", Sloan Management Review, Vol.30, No.4 (1989), pp.69-76.
Cronin Jr, J. J. and S. A. Taylor, "SERVPERF versus SERVQUAL : Reconciling Performance Based and Perceptions Minus Expectations Measurement of Service Quality", The Journal of Marketing, Vol.58, No.1 (1994), pp.125-131.

상세보기
Dabholkar, P. A., C. D. Shepherd, and D. I. Thorpe, "A comprehensive framework for service quality : an investigation of critical conceptual and measurement issues through a longitudinal study", Journal of Retailing, Vol.76, No.2(2000), pp.139-173.

상세보기
Fournier, S. and J. L. Yao, "Reviving Brand Loyalty : A Re-conceptualization within the Framework of Consumer-Brand Relationships", International Journal of Research in Marketing, Vol.14(1997), pp.451-472.

상세보기
Gremler, D. D., K. P. Gwinner, and S. W. Brown, "Word-of-Mouth Communication and Customer Loyalty to Service Providers" International Journal of Service Industry Management, Vol.12, Issue.1(2001), pp.44-59.

상세보기
Hirschman, A. O., "Exit, Voice, and Loyalty", Cambridge : Harvard University Press, 1970.
Hoffman, K. D. and J. E. G. Bateson, "Essentials of services marketing : Concepts, strategies, and cases", South-Western College Pub, 2010.
Iqbal, S. and I. A. Qureshi, "M-learning adoption : A perspective from a developing country", The International Review of Research in Open and Distance Learning, Vol.13, No.3.(2012), p.147.
Jones, M. A. and J. Suh, "Transaction-specific satisfaction and overall satisfaction : an empirical analysis", Journal of Services Marketing, Vol.14, No.2(2000), pp.147-159.

상세보기
Kotler, P., L. Brown, S. Adam, S. Burton, and G. Armstrong, Marketing 7th ed., Pearsons Education Australia, Frenchs Forest, N.S.W, 2007.
Lai, F., X. Zhao, and Q. Wang, "Taxonomy of Information Technology Strategy and Its Impact on the Performance of Third-Party Logistics (3PL) in China", International Journal of Production Research, Vol.45, No.10 (2007), pp.2195-2218.

상세보기
Lakshman, K. and S. P. Raj, "An empirical analysis of the relationship between brand loyalty and customer piece elasticity", Marketing Science, Vol.10 No.2(1991), pp.172-183.

상세보기
Lee, J., J. H. Lee, and L. Feick, "The Impact of Switching Costs on The Customer Satisfaction-Loyalfy Link : Mobile Phone Service In France", Journal of Service Marketing, Vol.15, No.I(2001), pp.35-48.

상세보기
Liaw, S. S. and H. M. Huang, "Perceived satisfaction, perceived usefulness and interactive learning environments as predictors to self-regulation in e-learning environments", Computers and Education, Vol. 60, No.1(2013), pp.14-24.

상세보기
Lovelock, C. H., P. G. Patterson, and R. H. Walker, Services Marketing : An Asia-Pacific Perspective, 2nd Ed. Australia : Prentice Hall, 2001.
Oliva, T. A., R. L. Oliver, and I. C. Mac-Millan, "A Catastrophe Model for Develop ing Service Satisfaction Strategies", Journal of Marketing, Vol.56(1992), pp.83-95.

상세보기
Oliver, L. R., "A conceptual Model of Service Quality and Service Satisfaction : Compatible Goals, Different Concepts", Advances in Services Marketing and Management : Research and Practice, Vol.2(1993).
Oliver, R. L., "An Investigation of the Attribute Basis of Emotion and Related Affects in Consumption : Suggestions for a Stage-Specific Satisfaction Framework", in Advances in Consumer Research, eds., John F. Sherry, Jr. and Brian Sternthal, Provo, UT : Association for Consumer Research, Vol.19(1992), pp.237-244.
Oliver, R. L., "Measurement and evaluation of satisfaction process in retail settings", Journal of Retailing, Vol.57(1981), pp.25-48.
Parasuraman, A., V. A. Zeithaml, and L. L. Berry, "A conceptual model of service quality and its implications for future research", Journal of Marketing, Vol.49(1985), pp.41-50.

상세보기
Pritchard, M. P., M. E. Havitz, and R. H. Dennis, "Analyzing the Commitment-Loyalty Link in Service Contexts", Academy of Marketing Science, Vol.34, No.4(2006).
Ribbink, D., A. C. R. Van Riel, V. Lijander, and S. Streukens, "Comfort your online customer : Quality, trust and loyalty on the internet", Managing Service Quality, Vol.14, No.6(2004), pp.446-456.

상세보기
Spreng, R. A. and R. D. Mackoy, "An empirical examination of a model of perceived service quality and satisfaction", J. Retailing, Vol.72(1996), pp.201-214.

상세보기
Stafford, T. F. and M. R. Stafford, "Identifying Motivations for the Use of Commercial Web Sites", Information Resources Management Journal, Vol.14, No.1(2001).

상세보기
Sureshchanndra, G. S., C. Rajendran, and R. N. Anantharaman, "The relationship between service quality and customer satisfaction-a factor specific approach", Journal of Service Marketing, Vol.16(2002), pp. 363-379.

상세보기
Teas, R. K., "Expectations as a Comparison Standard in Measuring Service Quality : An Assessment of a Reassessment", Journal of Marketing, Vol.58, No.1(1994), pp.132-139.

상세보기
Tyran, C. K. and S. C. Ross, "User Assessment of An Advisory Service System : Use of The E-S-Qual Instrument", Issues in Information Systems, Vol.8, No.2(2007) pp. 26-31.
Wang, Y., H. P. Lo., and Y. Yang, "An Integrated Framework for Service Quality, Customer Value, Satisfaction : Evidence from China？s Telecommunication Industry", Information Systems Frontiers, Vol.6, No.4 (2004), pp. 325-340.

상세보기
Yi, Y. and S. La, "What influences the relationship between customer satisfaction and repurchase intention? investigating the effects of adjusted expectations and customer loyalty", Psychology and Marketing, Vol.21, No.5(2004), pp.351-373.

상세보기
Zins, A. H., "Relative attitudes and commitment in customer loyalty models", International Journal of Service Industries Management, Vol.12, No.3(2001), pp.269-294.

상세보기

저자의 다른 논문 :

표제어: PCR

동의어: Packet Collision Rate

용어 설명 출처 목록 (6)

용어 설명: PCR은 세균 특이성이 있는 primer를 이용하여 적은 수의 세균이 있을지라도 쉽게 검출할 수 있는 유용한 방법이며, 이를 이용하여 구강 내 치면세균막이나 타액에서 직접 세균을 검출할 수 있게 되었다[8].

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
저장형식	Text(ASCII format) Excel format RefWorks Direct Export RIS format (for Reference Manager, ProCite, EndNote), Scholar's Aids, Mendeley
메일정보	받는사람 (필수) @ 보내는사람 (선택) @ 제목 내용 KISTI 검색결과 이메일 서비스
안내	총 건의 자료가 검색되었습니다. 다운받으실 자료의 인덱스를 입력하세요. (1-10,000) 검색결과의 순서대로 최대 10,000건 까지 다운로드가 가능합니다. 데이타가 많을 경우 속도가 느려질 수 있습니다.(최대 2~3분 소요) 다운로드 파일은 UTF-8 형태로 저장됩니다. 파일의 내용이 제대로 보이지 않을실 때는 웹브라우저 상단의 보기 -> 인코딩 -> 자동선택 여부를 확인하십시오. ~ Text(ASCII format) Excel format

연합인증