Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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A Study on Effects that Service Factors of Telecommunication Company and Switching Benefit Influence to the Customer Satisfaction and Switching Intention

이동통신사 서비스 요인과 전환혜택이 고객만족도와 전환의도에 미치는 영향에 관한 연구

  • Gu, Seung Hwan (Department of Industrial and Information Systems Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology) ;
  • Kang, Ho Seok (Department of Industrial and Information Systems Graduate School of Public Policy and Information Technology, Seoul National University of Science and Technology) ;
  • Jang, Seong Yong (Department of Industrial and Information Systems Engineering, Seoul National University of Science and Technology)
  • 구승환 (서울과학기술대학교 IT정책전문대학원) ;
  • 강호석 (서울과학기술대학교 IT정책전문대학원) ;
  • 장성용 (서울과학기술대학교 글로벌융합산업공학과)
  • Received : 2014.03.02
  • Accepted : 2014.06.09
  • Published : 2014.07.31
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Abstract

This study looks for the service factors influencing to conversion among the domestic telecommunication companies and finds out the effect which the switching benefit affect the customer satisfaction and the switching intention. Eight service factors of the telecommunication company such as usability, call quality, terminal quality, auxiliary service, rates, after service, application and brand image are selected and verified using the structural equation model. Auxiliary service, rates and brand image give positive (+) effects to the customer's satisfaction, but the application gives negative (-) effects to the customer's satisfaction. Switching benefit affects significantly to the switching intention, but not to the customer satisfaction. The customer satisfaction gives a positive effect to the switching intention. The telecommunication service factors influence to customer satisfaction and switching intention, and switching benefit also influences to switching intention. It was analyzed that the significant influencing service factors were a little different among the telecommunication companies.

Keywords

References

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