CVA개념을 도입한 이동전화서비스 고객만족도 실증분석

An Empirical Study on the Customer Satisfaction of Mobile Telecommunication Services with CVA(Customer Value Added) Concept

Mobile telecommunication service is one of the most competitive and rapidly growing industries in Korea. In competitive environments, it is essential to measure and improve customer satisfaction(CS) levels. However, there are a few problems in existing methods of CS measurement. First, sacrifice such as price is not included properly. Thus, the CS is not expanded into the value concept which is important to customer's behavioral intention. Second, CS measurements are not benchmarked with other competitive companies and CS index cannot reflex it properly. AT&T experienced these problems and suggested customer value added (CVA) for CS measurement. In this study, we try to introduce the CVA concept into our mobile telecom services. CS attributes were constructed, an survey was conducted for 5 mobile telecom companies, CS survey results were presented, and the validity of CVA concept was discussed.