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Abstract ▼ AI-Helper

This study focused on surveying the customer behavioral characteristics in Korean telecommunication market, especially on the service quality and service barrier, customer satisfaction and loyalty. Also this study provided a momentum to investigate changes induced by introduction of the phone number...

This study focused on surveying the customer behavioral characteristics in Korean telecommunication market, especially on the service quality and service barrier, customer satisfaction and loyalty. Also this study provided a momentum to investigate changes induced by introduction of the phone number mobility and of the deregulation of banning the subsidies of telecommunication company. This study formulated a research model, in which service quality and switching costs, alternative attractiveness, and customer relation were set as the latent variables and had included the other latent variables such as customer satisfaction and loyalty. First of all, since service quality of telecommunication was looked upon as an essential factor in managing the service operation, it was unnecessary to consider its necessity in the model. Switching cost, alternative attractiveness and customer relation are overlapped in some part of concepts but are so heterogeneous that could be defined individually. Several hypotheses are formulated in order to test the significance of difference between object groups, which were classified into several groups by school and company. This study collected the effective questionnaires of 815 respondents including middle school, high school and college students and analyzed with SPSS17. As a result, this study showed several significant finding that the segmented groups had some different behavioral characteristics. Thus the telecommunication service companies could establish the differentiated marketing strategy.

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