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An Empirical on Corporate Image of Service Quality in Mobile Communication Companies
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이동통신사 제공 서비스 품질의 기업이미지에 관한 실증분석

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Type
Academic journal
Author
Je-hong Lee (조선대학교)
Journal
Global e-Business Association The e-Business Studies Vol.11 No.3 KCI Accredited Journals
Published
2010.9
Pages
137 - 154 (18page)

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An Empirical on Corporate Image of Service Quality in Mobile Communication Companies
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The mobile communication areas are rapidly change phenomenon in worldwide. This paper investigates the determinants of corporate image on service quality of mobile communication. A survey questionnaire was sent to 200 mobile communication companies(KTF, KT, LG U?) in Korea, and 14 usable responses were obtained. The 186 samples are analyzed with model of Gronroos(1984), Kotler (2003) and Gerpott et al,(2001), and Lee et al,(2001).
Multiple regression results show that company trust image factors are positively affected by the company growth possibility, company conception degree and, customer service. However, the superior of development ability and the purchase’s intimacy does not affect in company trust image. Also, the result of this analysis showed that the company image of consumer problem solution as independence is statistically significant about development ability, company growth possibility, purchase’s intimacy, and customer service. But the company conception degree do not affect of company image of consumer problem solution.
This article suggests that analysis of the effect of mobile communication with the country’s wireless market approaching saturation, telecom carriers have been competing to deliver enhanced products and data services to keep growth alive.
#이동통신사 #콘텐츠 #음성통화 #문자메시지 #인터넷통신 #Mobile communication #Company growth possibility #Company conception degree #Company trust image #Customer service #Purchase's intimacy

Contents

초록
Ⅰ. 서론
Ⅱ. 이론적 연구
Ⅲ. 연구모형 및 가설설정
Ⅳ. 실증분석
Ⅴ. 결론 및 시사점
참고문헌
ABSTRACT

References (32)

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1. [학술지(정기간행물)] - 김문구 / 2003 / 이동통신서비스에서 전환장벽이 고객유지에 미치는 조절효과에 관한 실증연구 / Asia Pacific Journal of Information Systems 13 (3) : 107 ~ 130 dbpia 2. [학술지(정기간행물)] - 김문홍 / 2007 / 이동통신서비스 특성과 만족과의 상호관계 / 국제지역연구 11 (3) : 891 ~ 910 dbpia 3. [학술지(정기간행물)] - 김상현 / 2002 / 고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도 / 마케팅연구 17 (2) : 25 ~ 55 dbpia 4. [학술지(정기간행물)] - 김상훈 / 2008 / 기술 전환기의 마케팅 전략: SK텔레콤과 3세대 이동통신 서비스 / Korea Business Review 12 (1) : 59 ~ 82 dbpia 5. [학술지(정기간행물)] - 김희수 / 2000 / 국내이동전화시장의 가입전환 및 고객충성도 결정요인 분석 / 정보사회연구 (spring) : 1 ~ 18 google schola

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