Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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An empirical study on customer satisfaction: Mobile phone users in an emerging market

소비자 만족도에 관한 경험적 연구: 신흥 시장의 휴대폰 이용자를 대상으로

  • Received : 2019.01.09
  • Accepted : 2019.04.20
  • Published : 2019.04.28
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Abstract

For the growing importance of mobile communication, this study sets out to investigate the factors that influencing mobile phone customer satisfaction behavior through a structural equation model. This study proposes six factors model as the key determinants of customer satisfaction. Furthermore, we examine the moderating effect of demographic factors. The study was conducted using a structured questionnaire, data collected from 386 active subscribers. Results confirm that brand name, social influence and after sales service are the three significant determinants of consumer satisfaction. This study finding also suggests that demographic attributes have important consequences on customer satisfaction. The study findings offer an extended theoretical understanding towards customers' mobile satisfaction in the emerging market perspective and for practitioners, potentially to other similar context.

휴대폰을 구매하는 과정에서, 소비자들의 선택 기준은 다양한 요인으로 구성된다. 이동 통신의 중요성이 증대된다는 점을 고려하여, 이 연구는 구조 방정식 모델을 통해 소비자 만족 행동에 영향을 미치는 요소들을 조사하고자 했다. 이 연구는 소비자 만족을 결정하는 여섯 가지 주요 요인을 제안하며, 인구통계학적 요인들의 조절 효과를 검증했다. 386 명의 적극적인 이용자로부터 수집한 설문 데이터를 분석했다. 연구 결과는 브랜드 명칭, 사회적 영향력, 그리고 애프터 서비스가 소비자 만족의 세 가지 중요한 결정 요인임을 보여준다. 또한 연구 결과는 인구통계학적 속성이 고객 만족에 영향을 미친다는 점을 제안한다. 이 연구는 휴대폰 소비자의 만족을 신흥 시장의 관점에서 조망함으로써, 이론적 이해를 확대하고 실무적 함의를 제공한다.

Keywords

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Fig. 1. Conceptual model and hypotheses

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Fig. 2. Structural model

Table 1. Variable definitions

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Table 2. Descriptive statistics

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Table 3. Reliability and Validity measure

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Table 4. Regression estimates of construct items

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Table 5. Discriminant validity

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Table 6. Model fit indices: measurement model

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Table 7. Summery of hypotheses testing based on SEM model

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Table 8. Moderating effect of demographics

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