이동통신 서비스 품질과 제품(단말기) 품질이 고객 충성도 형성에 미치는 영향에 관한 연구 = Exploring the Effects of Service/Product Quality in Building Customer Loyalty

국문 초록 (Abstract)

본 연구에서 다루고자 하는 이동통신 서비스는 제품과 서비스가 융합된 가장 대표적인 예일 것이다. 따라서 이동통신의 품질은 제품 자체(통신 단말기)의 품질 수준뿐만 아니라 서비스(통신 서비스)의 품질 수준이 모두 고려되어야 할 것이다. 본 연구에서 이 두 가지 품질수준을 모두 고려하여 이동통신의 품질을 측정하였으며, 단일 차원의 충성도가 아닌 인지적, 감정적, 행동적 충성도와 같이 다차원의 충성도 개념을 도입하여 이동통신 제품의 품질과 서비스 품질이 각각의 충성도 형성에 어떤 영향을 미치는지를 실증적으로 고찰해 보았다. 그 결과, 이동통신 서비스의 품질은 인지적 충성도와 감정적 충성도 형성에 직접적 영향을 주었으며, 행동적 충성도에도 간접적 영향이 미치고 있는 반면에 이동통신 제품의 품질, 즉 단말기 품질은 행동적 충성도에 직접적인 영향이 있었다. 추가적으로 충성도 형성의 경로는 단말기와 서비스의 사용기간에 따라 다른 경로를 나타냄을 발견하였다. 본 연구의 결과를 통해 각 이동통신사에 대한 이용자의 충성도는 이동통신 서비스의 품질뿐만 아니라 제품(단말기) 품질에 의하여 크게 영향을 받는 것으로 조사되었다.

다국어 초록 (Multilingual Abstract)

The recent mobile services are characterized as the convergence of service and product. Thus the quality of the mobile services should be measured by both quality of product(device/phone) and service as well. This study explores the effects of service quality and product quality in building customer loyalty toward mobile services. In addition, this study investigates the interactions among three different kinds of loyalty: cognitive loyalty, affective loyalty, and behavioral loyalty, in building the loyalty. As a result, service quality indirectly affects the behavioral loyalty through the cognitive and the affective loyalty, while product quality directly affects on only the behavioral loyalty. This result shows that the quality of the mobile services is affected by both service quality and product quality. This study also finds that the path of building loyalty has been shown differently in accordance with the usage duration of product and service.

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