Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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A Study on the Relationship among Service Quality of Membership Programs, Customer Satisfaction, and Customer Loyalty in Korean Mobile Telecommunications

국내 이동통신 멤버십프로그램의 서비스품질과 고객만족, 고객충성도와의 관계

  • 백천현 (동의대학교 산업경영공학과) ;
  • 김철민 (동의대학교 e비지니스학과) ;
  • 변희준 (동의대학교 산업경영공학과)
  • Published : 2006.05.01
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Abstract

From early 1999 years, the mobile telecommunication companies have introduced the mobile telecommunication membership program to attract more customers. However, the severe competition in the mobile telecommunication market has made the mobile telecommunication membership program to be faced with the matured mobile telecommunication market and the mobile number portability. Wain focus of this study is to find what are the core elements of service qualify of the mobile telecommunication membership program. To achieve research objective, we conceptualized the service quality of mobile telecommunication membership program. We also derived hypotheses regarding the relationships between service quality of the program, customer satisfaction, and customer loyalty and examined it by using the empirical research methodology. We suggest new marketing strategies of the mobile telecommunication membership program which can be applied to improve the corporate competitiveness.

Keywords

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  49. 011 e-station：www.e-station.com
  50. Ting：www.011ting.com
  51. TTL：www.ttl.co.kr
  52. UTO：www.myuto.com
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