Journal of the Korea Safety Management & Science (대한안전경영과학회지)

Korea Safety Management & Science (대한안전경영과학회)
권호 표지

A Study on Mobile Communication Service Quality and Mobile Phone Product Quality in Brand Awareness

브랜드 인지도에 따른 이동 통신 서비스 품질과 핸드폰 제품 품질에 관한 연구

  • Han, Kyong-Hee (Graduate School of Industrial Engineering, KyungHee University) ;
  • Cho, Jai-Rip (College of Adv. Tech., KyungHee University)
  • 한경희 (경희대학교 대학원 산업공학과) ;
  • 조재립 (경희대학교 테크노공학대학)
  • Published : 2008.09.30
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Abstract

As the service quality measurement has been developed, various fields of service quality measurement have evolved. Especially the development of the mobile communication service and its status has been watched with keen interest. The growth of mobile communications has not developed alone. It evolved with the growth of the mobile communications company and the device manufacturer. This research investigates the mutual relation sand influence between the service quality and the device quality. This is a distinguished phenomenon within the existing research. Currently in Korea mobile devices can be purchased independently of network provider; however, there are also arrangements whereby the manufacturer supplies devices through only selected service providers. The model of service quality measurement is not a simple fragment model for the service quality anymore. It is required to establish the ultimate model for the service quality to determine if the customer differentiates between the device and service quality. Knowing if a customer differentiates between device and service can aid strong brands when deciding which partners to select for collaborative strategies. The aim of this research is to determine the significant difference between the models of service quality measurement based on differing levels of brand awareness.

Keywords

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