모바일 인터넷 서비스의 고객 만족도에 관한 연구

초록

The functions of mobile Internet service are growing, and customers are becoming more satisfied with the service by gaining new experience. Presently, the mobile telecommunication market is at its pick with profitability beginning to decrease and customer requirements increasing. Thus, there is a strong need among service providers to study a new strategic approach to mobile telecommunication market. Likewise, there is a lack of academic research done on mobile Internet service related topics with respect to many studies done in the field of voice-oriented service.This research identifies the factors determining the customer satisfaction on mobile Internet service which we consider is at its early stage of innovative mobile telecommunication. From that, we hope to improve the customer loyalty on the service and suggest new business strategies to continuously maintain and expand its customer base. We analyzed the relationships between the seven factors and customer satisfaction and evaluated the impact of customer satisfaction on customer loyalty.Based on the statistical analysis of the survey data, we show that trust, usability, customer service, and telecommunication quality significantly affect customer satisfaction. Further, we made the suggestions to improve the customer satisfaction on the mobile Internet service to achieve the continuing success in the mobile business. This study can be used as the reference of designing the strategy for expanding the business scope of mobile Internet service and motivating the further studies on the related topics.

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