顧客이 知覺한 品質 水準이 顧客 로열티에 미치는 影響 : 移動通信 事業者의 브랜드 名聲度를 中心으로 = (The) effects of perceived qualities of the mobile communications services on customer loyalty : focused on the effects of mobile firms' brand reputation
This dissertation tries to explore if there have been changes in the customer loyalty determinants in the Korean mobile communications market after smart phones were introduced since 2009 and how brand reputation alters the path coefficients of the structural equation model. According to the outcomes of the analyses, it turns out that perceived quality of device is not a determinant of customer loyalty any more among smart phone users, whereas perceived quality of data service and perceived quality of bundled service appeared as new determinants of customer loyalty in the Korean mobile communications market. This dissertation is unique in that it considers separately perceived quality of data service and perceived quality of bundled services, which have often been included in perceived service quality variable in the existing literature. The reason of subdividing perceived service quality is due to recently changing landscape of the Korean mobile communications industry. As smart phone use increases fast in Korea, data service is becoming a killer application, while the importance of traditional call service is fading away and this dissertation put more emphasis on the effect of data communication on customer loyalty.
Brand reputation turns out to be a factor that changes the values of path coefficients explaining the relationship between customer loyalty determinants and customer loyalty. This research classifies the sample into three groups―high brand-reputation group(HBRG), middle brand-reputation group(MBRG), and low brand reputation group(LBRG)―based on three brand reputation indices, SBS CNBC Brand-Share Index, KS-Premium Brand Index, and National Brand Competitiveness Index. For HBRG, perceived quality of customer service, perceived quality of data service, perceived quality of device, and perceived quality of bundled service are statistically significant determinants of customer loyalty, while for MBRG only perceived quality of data service is statistically significant factor. In case of LBRG, perceived quality of call service and perceived quality of bundled service appear to be statistically significant determinants of customer loyalty. LBRG is the only group that has perceived quality of call service as a determinant of customer loyalty, which means that LBRG is a group of customers who are slow in adopting new services.
Even though three groups have different determinants of customer loyalty, it should be tested if the differences among three groups are statistically significant. A hypothesis test shows that three groups are not statistically different from each other, so this dissertation tests if each path coefficient is different among the three groups using between constrained and unconstrained structurual equation models. Outcomes show that even though the null hypothesis that three groups have the same coefficients are not rejected, the two path coefficients for perceived quality of data service, perceived quality of device and perceived quality of call service are proved to be statistically different among the three groups.
After comparing three groups together, this dissertation implements pair-wise comparisons among the three groups. When HBRG and MBRG are compared, they are not turned out to be statistically different. Therefore, again, each path coefficients are tested to see if two groups have different coefficients. Test results show that only perceived quality of customer service is a statistically significantly different determinant between the two groups. When HBRG and LBRG are compared, it is tested that two groups are statistically different. This mean sthat LBRG is still considering the quality of traditional call service is important in selecting a mobile phone service provider, while HBRG is composed of customers who care about data service more importantly than LBRG. When MBRG and LBRG are compared, it is also shown that two groups are statistically different each other. The difference between MBRG and LBRG is similar to that between HBRG and LBRG. This implies that to induce MBRG customers to change their service providers, mobile service providers need to emphasize good quality of data service, whereas they need to emphasize good quality of call service to steal customers from LBRG. In case of HBRG, customers consider important four factors except call service quality, so competing mobile service providers of SK Telecom in Korea need to put emphasis on good quality of data service, customer service, and bundled service to induce HBRG customers to choose them as mobile service providers.
This dissertation is not without limitations. This dissertation does not take into account customer switching barriers and the variables associated with customer retention in the model. However, these factors are becoming more important in the current Korean mobile communications market. Therefore, these factors will be considered in the model of analysis in the future.
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