이동통신 서비스 품질과 제품(단말기) 품질이 고객 충성도 형성에 미치는 영향에 관한 연구

초록

The recent mobile services are characterized as the convergence of service and product. Thus the quality of the mobile services should be measured by both quality of product(device/phone) and service as well. This study explores the effects of service quality and product quality in building customer loyalty toward mobile services. In addition, this study investigates the interactions among three different kinds of loyalty: cognitive loyalty, affective loyalty, and behavioral loyalty, in building the loyalty. As a result, service quality indirectly affects the behavioral loyalty through the cognitive and the affective loyalty, while product quality directly affects on only the behavioral loyalty. This result shows that the quality of the mobile services is affected by both service quality and product quality. This study also finds that the path of building loyalty has been shown differently in accordance with the usage duration of product and service.

키워드