Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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Factors Affecting the Mobile Instant Messenger Satisfaction, Loyalty, and Switching Intention

모바일 인스턴트 메신저 이용자의 만족도, 충성도와 전환의도에 영향을 미치는 요인 연구

  • LEE, Sae-Bom (Department of Business Administration, Graduate School, Kyung Hee University) ;
  • WANG, Ya-Qin (Department of Business Administration, Graduate School, Kyung Hee University) ;
  • SUH, Yung-Ho (School of Management, Kyung Hee University)
  • 이새봄 (경희대학교 대학원 경영학과) ;
  • 왕아금 (경희대학교 대학원 경영학과) ;
  • 서영호 (경희대학교 경영대학)
  • Received : 2015.10.27
  • Accepted : 2015.11.23
  • Published : 2015.12.31
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Abstract

Purpose: The Purposes of this study are (1) to examine why users are communicating through MIM (2) to understand what factors impact these users' satisfaction and loyalty. Methods: We use a questionnaire survey to collect 256 data on users' perceptions of Kakaotalk. We also use a structural equation modeling method by using AMOS 18.0. Results: Company trust, communication voice, connectedness, and perceived network size are found to be statistically significant factors affecting. Also, satisfaction influence on word of mouth and intention to switch. Conclusion: This study develops a research model from the MIM context. We suggest three points of view as company characteristics, device interactivity, and social factor. We examine the determinants of users' satisfaction and loyalty. The results can offer valuable insights for future mobile services research.

Keywords

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