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이동통신사 서비스 요인과 전환혜택이 고객만족도와 전환의도에 미치는 영향에 관한 연구
A Study on Effects that Service Factors of Telecommunication Company and Switching Benefit Influence to the Customer Satisfaction and Switching Intention 원문보기

經營 科學 = Korean management science review, v.31 no.2, 2014년, pp.87 - 103  

구승환 (서울과학기술대학교 IT정책전문대학원) ,  강호석 (서울과학기술대학교 IT정책전문대학원) ,  장성용 (서울과학기술대학교 글로벌융합산업공학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

This study looks for the service factors influencing to conversion among the domestic telecommunication companies and finds out the effect which the switching benefit affect the customer satisfaction and the switching intention. Eight service factors of the telecommunication company such as usabilit...

주제어

#Telecommunication Company   #Service Factors   #Switching Benefit   #Customer Satisfaction   #Switching Intention  

질의응답

핵심어 질문 논문에서 추출한 답변
통화품질이란 무엇인가? 통화품질은 이동통신 서비스의 가장 기본이 되는 평가 척도로 고객들이 음성 통화를 이용할 때 끊김 현상과 잡음 등이 일어나지 않는 것을 말하며 품질이 좋아야 고객의 만족도가 높아진다. Korea Communications Commission[29]는 음성통화 성공률 및 데이터 전송성공률 등을 사용하여 품질을 평가하고 있다.
과거에는 단말기의 중요성보다는 통화품질 등이 부각된 이유는 무엇인가? 단말기란 스마트폰 등 이동통신 서비스를 이용하기 위한 디바이스를 의미하며, 통화를 위해 필요한 기기라 할 수 있다. 과거에는 통화와 문자를 주로 사용 했기 때문에 단말기의 중요성보다는 통화품질 등이 주로 부각되었지만 최근 스마트폰이 도입되고 단말기를 통해 다양한 활동을 수행할 수 있게 됨에 따라 단말기의 품질 역시 중요하게 작용하고 있다.
전환혜택과 고객 충성도는 어떤 관계가 있는가? 전환혜택은 기업이 고객들과의 관계 유지를 위해 마케팅을 통하여 고객 충성도를 창출하기 위해 혜택을 제공하는 것이라고 전술하였다. 따라서 전환혜택이 클 경우 고객들의 충성도는 증가하기 때문에 고객만족도는 증가할 것이라는 가정을 세울 수 있게 된다. 이에 관련한 선행연구로 Jang[6]은 스마트폰 구매시 이동통신사 선정에 어떠한 요인이 영향을 미치는 지에 대해 분석하였으며, 연구결과 데이터품질, 요금만족도, 기업이미지, 신규계약 부담, 단말기 유인, 전환혜택(타 사업자의 매력)이 유의한 영향을 준다고 주장하였다.
질의응답 정보가 도움이 되었나요?

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