이동통신서비스品質, 顧客滿足과 轉換障壁이 顧客忠誠度에 미치는 영향에 관한 硏究 = (The)research of the effect of mobile communication service quality, customer satisfavtion and switching barrier on customer royality

다국어 초록 (Multilingual Abstract)

This research aims to show the effective marketing strategy by sheding light on the structural relationship between the service quality of molile communication service, customer satisfaction and switching barriers and customer royality.
Both theoretical research and practical research go hand in hand in order to achieve of this research.
In theoretical research, a lot of tretises and technical books at home and abroad about the service quality of mobile communication service, customer satisfaction, switching barrier and customer royality which are crucially variable factor of this research are analyzed.
In practical research, the relationship between the cause and effect is analyzed after measuring the service quality of mobile communication, customer satisfaction, switching barrier and customer royality.
The materials for this practical research are gathered by questionaire made by mobile communication service users at home.
This questionaire is made by reviewing the prelimanary research about the service quality of mobile communication. In the analysis of materials. SPSS 11.0 version of statistic analysis package and LISREL 8.50 version of covariance structure analysis are used.
The pratical analysis, preliminary research and the present research, is carried out two times.
The preliminary research was made3 for 131 university students in Kwangju in order to verify the appropria teness and reliability in questionaires over the service quality of mobile communication.
Seven causes and 29 questionaires for this research are made to measure the service quality of mobile communication.
This research was made for the mobile communication users who live in Gwangju. 328 out of a total of 335 questionaires are gathered excluding 7 improper questionaires and customer royality are purifide.
The purification of these variable factors are made by investigative factor aralysis, reliability analysis and confirmative factor analysis are made.
As a result of confirmation factor analysis, adequative, indicatior's such as x˚=331.63, df=120, GFI=0.90, AGFI=0.85, NFI=0.91 CFI=0.94, RMR=0.043 RMSEA=0.07 turn out to be acceptable.
In the stractual model verification, x²=395.38, dㆍf=126, GFI=0.88, AGFI=0.83, NFI=0.89, CFI=0.92, RMR=0.048, RHSEA=0.08 are proved to be appropriate.
9 hypotheses are supportable after verifying hypothesis. especially customer satisfaction and three variable factors of switching barriers (switching costs, interpersonal bonds, alternative attractions) are proved to be supportable not to mention switching barrier and customer royality.
This reseach makes it possible to explain the relation ship between customer satisfaction and switching barrier, between switching barrier and customer royality, not partially.
Therefore CEO and marketing managers of mobile communication should consider the customer satisfaction as well as switching barriers by reconsidering the service quality of mobile communication.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 연구배경 = 1
• 제2절 연구목적 = 3
• 제3절 연구의 범위와 구성 = 4
• 제2장 이론적 배경 = 7
• 제1절 이동통신시장에 관한 고찰 = 7
• 1. 세계 이동통신서비스시 장에 대한 전망 = 7
• 2. 우리나라의 이동통신시장 = 8
• 3. 이동통신서비스의 특성 = 10
• 4. 이동통신시장의 발전과정 = 12
• 제2절 서비스품질에 관한 고찰 = 17
• 1. 서비스품질의 개념 = 17
• 2. 서비스품질의 측정 방법 = 18
• 3. 서비스품질의 구성요소 = 24
• 제3절 고객만족에 관한 고찰 = 29
• 1. 고객만족의 개념 = 29
• 2. 고객만족의 접근방식 = 33
• 3. 고객만족의 측정방법 = 40
• 제4절 전환장벽 에 관한 고찰 = 44
• 1. 전환비용(Swithching Costs) = 45
• 2. 대안매력(Attractiveness of Alternatives) = 47
• 3. 고객유대 = 50
• 제5절 고객충성도에 관한 고찰 = 51
• 1. 고객충성도의 정의 및 유형 = 51
• 2. 고객충성도의 중요성 = 58
• 3. 고객충성도의 측정방법 = 67
• 4. 고객충성도에 관련된 모델 고찰 = 79
• 제6절 선행 연구 고찰 = 81
• 1. 김문구 등의 연구 = 81
• 2. 정인근 등의 연구 = 83
• 3. 김상현과 오상현의 연구 = 84
• 4. 이용기 등의 연구 = 85
• 5. Ranaweera와 Prabhu의 연구 = 86
• 제3장 연구모형 설계 및 분석방법 = 88
• 제1절 연구가설 및 연구모형의 설정 = 88
• 1. 연구가설의 설정 = 88
• 2. 연구모형의 설정 = 96
• 제2절 변수의 조작적 정의 = 97
• 1. 이동통신서비스품질 = 97
• 2. 고객 만족 = 98
• 3. 전환장벽 = 98
• 4. 고객충성도 = 99
• 제3절 조사 및 분석방법 = 101
• 1. 자료의 수집과 설문지구성 = 101
• 2. 분석방법 = 102
• 제4장 실증분석 = 104
• 제1절 예비조사결과 = 104
• 제2절 본 조사결과 = 105
• 1. 표본의 특성 = 105
• 2. 신뢰도 및 타당도 검증 = 109
• 3. 측정모형의 검증 = 115
• 4. 연구모형의 검증 = 119
• 5. 연구가설의 검증 = 122
• 제5장 결론 = 128
• 제1절 연구결과 요약 = 128
• 제2절 시사점 = 131
• 1. 이론적 시사점 = 131
• 2. 전략적인 시사점 = 132
• 제3절 연구의 한계점 및 향후 연구방향 = 134
• 참고문헌 = 135
• ABSTRACT = 156
• (예비조사 설문지) 설문지 = 159
• (본 조사 설문지) 설문지 = 166