A study on service churning intention in korean mobile communication industry : impact of mobile number portability = 한국이동통신 시장에서의 서비스 전환의향에 관한 연구impact of mobile number portability

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Customer service churning intention has been the subject of extensive theorizing and research in the marketing literatures due to its direct and indirect impact to business in terms of the increased benefits by loyal customers and the cost for new customer acquisition. Many current studies propose that switching barriers are the important factors impacting a customer``s decision to remain with a service provider making customer defection difficult or costly. In this perspective, phone number is a switching barrier in Korean telecommunication service industry since most subscribers feel hard pressed to keep their subscriptions regardless of the service quality once customers were assigned to specific phone numbers. Under the circumstance, the Ministry of Information and Communication (MIC) announced to adopt controversial Mobile Number Portability (MNP) in late 2003 with the launch of new IMT-2000 service, expecting the promotion of consumer welfare by provoking tighter competition among carriers. Thus, the overriding objective of this study is to investigate the change of antecedent role that perceived performance quality, satisfaction and loyalty have in developing service churning intention with the adoption of MNP. It also highlights the role of switching barrier such as phone number on the general causality of ``Perceived Service Performance $\to$ Service Churning Intention" , " Customer Satisfaction $\to$ Service Churning Intention" and " Customer Loyalty $\to$ Service Churning Intention" . As the consequence of the study, the following observations have been identified. 1) Four perceived performance factors such as reliability, price satisfaction, customer benefit, and customer service quality turned out to have an antecedent role in the development of customer satisfaction as well as loyalty in Korea mobile phone service industry. 2) The strong evidence supporting " resource dependent theory" was witnessed through the study. That is, the existen...
Park, Myeong-Cheolresearcher박명철researcher
한국정보통신대학원대학교 : 전자상거래,
Issue Date
392193/225023 / 020014047

학위논문(석사) - 한국정보통신대학원대학교 : 전자상거래, 2002, [ x, 78 p. ]


Loyalty; Service Quality; Satisfaction; Retention; 서비스 전환의향; 고객충성도; 서비스 품질; 고객만족도; Service Churning Intention

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