• Information Systems Review
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• v.12 no.1
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• pp.209-227
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• 2010

One type of innovative multimedia platform environments is mobile data services (MDS), exemplified by Nate, Show, and OZ. In the context of MDS, enhancing user's continuance intention is a significant challenge to the continuing growth and long-term viability of MDS. Because the cost of using MDS is borne mainly by users, they are likely to evaluate it based on perceptions of what is received and what is given. This study identifies perceived usefulness and perceived enjoyment as the 'get'components, and perceived fee and perceived anxiety as the 'give' components. To understand the role of get and give components in the MDS post-adoption environment, this study incorporates these components into expectation confirmation model. We collected data from 204 users who had direct experiences with MDS within recent 3 months. The data was analyzed by employing PLS (partial least squares). Theoretical and practical implications of our findings are discussed.

• The Journal of Korean Institute of Communications and Information Sciences
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• v.38C no.10
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• pp.867-873
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• 2013

Competition policy for growth and activation of market should consider structural nature of relevant industry closely. In this viewpoint, whether domestic MNOs(mobile network operators) are competing while securing the effect of scale economies and maximum production efficiency is an important element when looking for competition policy means of domestic mobile communication market. With this, present study analyzed level of MES (Minimum Efficient Scale) and whether achieving them or not through investigating the relation between the cost per minute and call traffic of domestic MNOs. This analysis is differentiated from existing econometric studies entailing several assumptions by enhancing a reality reflection through directly deducing of cost curve using verified data(cost per minute and call traffic). As a result of analysis, the levels of minimum efficient scale were different from each other between domestic MNOs, and an incumbent MNO(SKT) accomplished minimum efficient scale while entrant MNOs(KT and LGU+) could not yet reach minimum efficient scale level. This result demonstrates a gap exists in production efficiency level among domestic MNOs and implies that the policy to alleviate the gap among operators is required when establishing competitive policy in the future.

• 한국노년학
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• v.32 no.3
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• pp.927-939
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• 2012

The purpose of this study is to analyze motivations, benefits, and satisfactions of the college student volunteers. We carry out the pre-to-post survey with 615 college student volunteers (male 245, female 367) who have participated in the mobile education program for the elderly funded by a Telecom. The instruments consist of VFI (Volunteer Functions Inventory) developed by Clary & Snyder (1999), including 30 items for motivations, 12 items for achievements, and 5 items for satisfactions of volunteering. The items for motivations and achievements are comprised of 6 subcategories: career, value, understanding, protective, enhancement, and social. The results of this study are as follows: (1) Enhancement motivation is the highest, followed by understanding, value, career, protective, and social motivation. (2) Social benefit is the highest, followed enhancement, career, understanding, value, protective benefit. (3) The difference between motivation and benefit in social category is the largest, followed by career, enhancement, value, protective, and understanding category. While benefit is higher than motivation in all other categories, motivation is higher than benefit just in value category. (4) High motivation-high benefit, high motivation-low benefit, low motivation-high benefit, and low motivation-low benefit groups are dichotomized by the median of each motivation and benefit. In all six categories, high motivation-high benefit group shows the highest satisfaction, but low motivation-low benefit group shows the lowest. In short, benefit shows stronger correlation with satisfaction than motivation does. Finally, we suggest several implications for future research and policy of college students' volunteering based on these results.

• Journal of Global Scholars of Marketing Science
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• v.20 no.3
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• pp.269-277
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• 2010

Previous studies have shown that the most important factor affecting customer loyalty in the service industry is service quality. However, on the subject of whether service quality has a direct or indirect effect on customer loyalty, scholars' views apparently vary. Some studies suggest that service quality has a direct and fundamental influence on customer loyalty (Bai and Liu, 2002). However, others have shown that service quality not only directly affects customer loyalty, it also has an indirect impact on customer loyalty by influencing customer satisfaction and perceived value (Cronin, Brady, and Hult, 2000). Currently, there are few domestic articles that specifically address the relationship between service quality and customer loyalty in the mobile communication industry. Moreover, research has studied customer loyalty as a whole variable, rather than breaking it down further into multiple dimensions. Based on this analysis, this paper summarizes previous study results, establishes an effect mechanism model among service quality, customer satisfaction, and customer loyalty in the mobile communication industry, and presents a statistical test on model assumptions by using customer investigation data from Heilongjiang Mobile Company. It provides theoretical guidance for mobile service management based on the discussion of the hypothesis test results. For data collection, the sample comprised mobile users in Harbin city, and the survey was taken by random sampling. Out of a total of 300 questionnaires, 276 (92.9%) were recovered. After excluding invalid questionnaires, 249 remained, for an effective rate of 82.6 percent for the study. Cronbach's ${\alpha}$ coefficient was adapted to assess the scale reliability, and validity testing was conducted on the questionnaire from three aspects: content validity, construct validity. and convergent validity. The study tested for goodness of fit mainly from the absolute and relative fit indexes. From the hypothesis testing results, overall, four assumptions have not been supported. The ultimate affective relationship of service quality, customer satisfaction, and customer loyalty is demonstrated in Figure 2. On the whole, the service quality of the communication industry not only has a direct positive significant effect on customer loyalty, it also has an indirect positive significant effect on customer loyalty through service quality; the affective mechanism and extent of customer loyalty are different, and are influenced by each dimension of service quality. This study used the questionnaires of existing literature from home and abroad and tested them in empirical research, with all questions adapted to seven-point Likert scales. With the SERVQUAL scale of Parasuraman, Zeithaml, and Berry (1988), or PZB, as a reference point, service quality was divided into five dimensions-tangibility, reliability, responsiveness, assurance, and empathy-and the questions were simplified down to nineteen. The measurement of customer satisfaction was based mainly on Fornell (1992) and Wang and Han (2003), ending up with four questions. Based on the study’s three indicators of price tolerance, first choice, and complaint reaction were used to measure attitudinal loyalty, while repurchase intention, recommendation, and reputation measured behavioral loyalty. The collection and collation of literature data produced a model of the relationship among service quality, customer satisfaction, and customer loyalty in mobile communications, and China Mobile in the city of Harbin in Heilongjiang province was used for conducting an empirical test of the model and obtaining some useful conclusions. First, service quality in mobile communication is formed by the five factors mentioned earlier: tangibility, reliability, responsiveness, assurance, and empathy. On the basis of PZB SERVQUAL, the study designed a measurement scale of service quality for the mobile communications industry, and obtained these five factors through exploratory factor analysis. The factors fit basically with the five elements, indicating the concept of five elements of service quality for the mobile communications industry. Second, service quality in mobile communications has both direct and indirect positive effects on attitudinal loyalty, with the indirect effect being produced through the intermediary variable, customer satisfaction. There are also both direct and indirect positive effects on behavioral loyalty, with the indirect effect produced through two intermediary variables: customer satisfaction and attitudinal loyalty. This shows that better service quality and higher customer satisfaction will activate the attitudinal to service providers more active and show loyalty to service providers much easier. In addition, the effect mechanism of all dimensions of service quality on all dimensions of customer loyalty is different. Third, customer satisfaction plays a significant intermediary role among service quality and attitudinal and behavioral loyalty, indicating that improving service quality can boost customer satisfaction and make it easier for satisfied customers to become loyal customers. Moreover, attitudinal loyalty plays a significant intermediary role between service quality and behavioral loyalty, indicating that only attitudinally and behaviorally loyal customers are truly loyal customers. The research conclusions have some indications for Chinese telecom operators and others to upgrade their service quality. Two limitations to the study are also mentioned. First, all data were collected in the Heilongjiang area, so there might be a common method bias that skews the results. Second, the discussion addresses the relationship between service quality and customer loyalty, setting customer satisfaction as mediator, but does not consider other factors, like customer value and consumer features, This research will be continued in the future.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.9 no.3
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• pp.886-900
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• 2015

Small cells are deployed in Heterogeneous Networks (HetNet) to improve overall performance. These access points can provide high-rate mobile services at hotspots to users. In a Small Cell Network (SCN), the good deployment of small cells can guarantee the performance of users on the basis of average and cell edge spectrum efficiency. In this paper, the performance of small cell deployment is analyzed by using system-level simulations. The positions of small cells can be adjusted according to the deployment radius and angle. Moreover, different Inter-Cell Interference Coordination (ICIC) techniques are also studied, which can be implemented either in time domain or in frequency domain. The network performances are evaluated under different ICIC techniques when the locations of Small evolved Nodes (SeNBs) vary. Simulation results show that the average throughput and cell edge throughput can be greatly improved when small cells are properly deployed with the certain deployment radius and angle. Meanwhile, how to optimally configure the parameters to achieve the potential of the deployment is discussed when applying different ICIC techniques.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.7
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• pp.4878-4883
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• 2015

The IP Multimedia Subsystem(IMS) is a framework that provides access to the content of Internet and Telecom services anytime and anywhere with guaranteed Quality of Service(QoS) and manageability by separating control functions from bearer and services. The Service Delivery Platform(SDP) provides common interfaces and protocols to deploy existing or new services in an efficient way. Therefore SDP over IMS plays a role of bridge between established network and new IMS network by simplifying the interaction among application services. In order to enrich the multimedia network communication, we try to deploy the Push-to-talk over Cellular(PoC) service which is considered as the outstanding and distinguished half-duplex Voice over IP(VoIP) application service among deployable candidate services over mobile network. In this paper we investigate the advantages of PoC service and PoC architecture firstly, and then focus on the its practical implementation for the prototype to validate the feasibility of its deployment and realization.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.8
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• pp.19-24
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• 2018

The IP Multimedia Subsystem(IMS) is an architectural framework for delivering IP multimedia services to mobile users. In order to guarantee the reliability and Quality of Service(QoS) of a variety of multimedia services, we need a new evolutionary approach that maintains the IMS based signaling platform which can perform the processing of flow through distributed controllers. Software Defined Network(SDN) is an architecture purporting to be distributed, dynamic, cost-effectives as well as adapting and seeking to be suitable for the high-bandwidth, dynamic nature of today's applications. It requires some methods for the control plane to communication with the data plane. One of such mechanisms is OpenFlow which is a prominent standard protocol and interface that is responsible for managing the network resources by using the remote SDN controller. In this paper, we propose a straightforward approach for integrating SDN technology together with the IMS architecture. Therefore we propose and construct a combined architecture model that performs flow processing using OpenFlow via the IMS based signaling platform, which maintains the existing telecom call service. Additionally, we describe some relevant experimentation results from the proposed architecture.

• Journal of IKEEE
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• v.4 no.2 s.7
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• pp.274-280
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• 2000

The fact that error probability is higher in wireless communication environment than the one in a fixed network makes it inappropriate to apply the same DLC (Data Link Control) protocol used in a wireline network to a wireless network. And since the existing DLC protocol for wireless network was optimized for low-rate data service, it is not suitable for a wireless network environment which should support high-speed and multimedia traffic. Therefore it is desperate to have a new DLC protocol for todays wireless mobile communication environment. In this paper, we propose an error control scheme in WATM (Wireless Asynchronous Transfer Mode) environment. which supportsmultiple traffic attributes, high-speed, multimedia data service. In this paper we modified the existing ASR ARQ (Adaptive Selective Repeat Automatic Repeat Request) protocol where cells exceeding maximum allowable delay range are discarded. And adding FEC (Forward Error Correction) for delay-sensitive traffic resulted in smaller increase of transmission delay.

• Communications for Statistical Applications and Methods
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• v.18 no.6
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• pp.687-696
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• 2011

Customer Lifetime or Customer Lifetime Value is a essential metric of differentiated CRM marketing and differentiated marketing strategy as a company core competency. However, customer lifetime used in companies is easily obtained from a confined simple customer attrition rate at some specific time point regardless of customer characteristics. In this study, in order to overcome the constraints of previous simple methods and to make practical use of it in industries, we suggest a method that estimates a customer lifetime using a customer segment based survival analysis with the censored data of customers; in addition, we apply this method to A mobile telecom company data. A method using customer segment based survival analysis is suggested in this study 1) includes all customers having different subscription dates, 2) reduces individual error, 3) can reflect trends after the observed time point and is more realistic.

• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.243-253
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• 2010

The competition for telecommunication-broadcasting bundle is under full steam. Even large mobile OS companies like Apple and Google are showing signs of moving into the telecom and broadcasting industry, and it is expected that competition for bundle will become even fiercer. In the light of this situation, this study will show which factors can heighten purchasing intention for bundle and lower expected-discounting rates, seeking its answer in the quality, satisfaction, and brand loyalty to core product. The results of the study show that the brand loyalty to core product affects the customer's purchasing intention positively while lowering expected-discounting rates. This conclusion suggests the importance of a marketing strategy that heightens satisfaction of existing customers who use a single item, which is just as important as strategies to induce switching behavior of the customers of other companies through competitive pricing. Also, the results suggest that rather than appeal to loyal customers through discounts, it is more effective to offer them different benefits or value.