국내 이동전화 서비스 이용에 영향을 미치는 요인에 관한 연구 = Analysis of the Causal Relationships Among the Factors that Influence the Use of Mobile Phone Services

다국어 초록 (Multilingual Abstract)

A lot of researchers have been interested in the factors influencing the use of mobile phone services. Most of the previous studies, however, verified only the research models developed by the authors. They did not consider which model agrees better with the real situation. This study presents six alternative models based on various previous studies, and compares the data fitness of the models. A Web survey of mobile phone users collected 2,217 cases. Statistical analyses, using SEM (Structural Equation Modeling), show that the fitness of the simplest alternative model is better than that of any other model. The simplest model has no causal relationship among exogenous factors, and proposes that all of exogenous factors have direct impacts on the customer satisfaction. In addition, the analyses say that corporate and brand image and additional service are more important than the other exogenous factors such as communication quality.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 기존문헌 조사
• 3. 연구모형
• 4. 연구방법
• 5. 분석 결과
• 6. 결론
• 참고문헌
• 부록 A. 측정문항
• 저자소개

참고문헌 (Reference)

1 서창적, "현장서비스의 품질경영요인에 관한 연구" 6 (6): 163-191, 1995

2 오형민, "컨텐츠서비스품질과 고객만족 및 재구매의도간의 관계" 5 (5): 195-214, 2003

3 김광용, "인터넷 설문조사를 활용한 사이버 쇼핑몰 디자인에 관한 연구" 9 (9): 134-150, 1999

4 강병서, "인과분석을 위한 연구방법론" 무역경영사 1999

5 이훈영, "이훈영교수의 마케팅조사론" 도서출판 청람 2006

6 김재홍, "이동통신서비스 시장쏠림 현상의 이론적 분석" 2004

7 한상린, "이동통신상품의 서비스품질이 고객만족에 미치는 영향" 127-141, 2001

8 김재홍, "이동통신 시장쏠림의 이론적 분석" 12 (12): 47-83, 2004

9 장형섭, "이동통신 서비스품질과 고객만족에 관한 연구" (27) : 225-250, 2002

10 김희철, "이동전화 서비스 상품의 품질요인에 관한 연구" (21) : 113-131, 1999

11 윤태석, "서비스품질, 고객만족과 재 구매 의도간의 관계" (21) : 231-278, 1999

12 유창봉, "서비스속성의 긍정 및 부정적인 수준이 마케팅성과에 미치는 영향에 관한 연구-이동통신 서비스를 중심으로" 2002

13 이유재, "서비스 산업의 현황에 대한 실증연구" 7 (7): 129-157, 1996

14 채서일, "사회과학조사방법론" 비앤엠북스 2005

15 이승규, "“이동전화 서비스의 고객 만족도와 서비스 품질에 관한 연구" 310-313, 2000

16 and A, "“Technical Complexity and Consumer Knowledge as Moderators of Service Quality Evaluation in the Automobile Service Industry” Journal of Retailing" 367-381, 1994

17 Bentler, "“Significance Tests and Goodness of Fit in the Analysis of Covariance Structures”" 588-606, 1980

18 A, "“Consumer Perceptions of Price A Means- End Model and Synthesis of Evidence” Journal of Marketing" 2-22, 1988

19 Taylor, "“An Assessment of the Relationship between Service Quality and Customer Satisfaction in the Formation of Consumers’ Purchase Intentions” Journal of Retailing" 163-178, 1994

20 A, "“Alternative Scales for Measuring Service Quality A Comparative Assessment Based on Psychometric and Diagnostic Criteria” Journal of Retailing" 201-230, 1994

21 Bolton, "“A Longitudinal Analysis of the Impact of Service Changes on Customer Attitudes” Journal of Marketing" 1-9, 1991

22 Boulding, "“A Dynamic Process Model of Service Quality From Expectations to Behavioral Intentions” Journal of Marketing Research" 7-27, 1993

23 Powpaka S, "The Role of Outcome Quality as a Determinant of Overall Service Quality in Different Categories of Services Industries:An Empirical Investigation" 10 (10): 5-25, 1996

24 DeLone, "The Quest for the Dependent Variable”" 60-95, 1992

25 Ahn T, "The Impact of the Online and Offline Features on the User Acceptance of Internet Shopping Malls" 3 (3): 405-420, 2004

26 Suh B, "The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce" 7 (7): 135-161, 2003

27 Bitner, "The Effects of Physical Surroundings and Employee Responses” Journal of Marketing" 69-82, 1990

28 DeLone W. H, "The DeLone and McLean Model of Information Systems Success:A Ten-Year Update" 19 (19): 9-30, 2003

29 Zeithaml V. A, "The Behavioral Consequences of Service Quality" 60 (60): 31-46, 1996

30 Fornell C, "The American Customer Satisfaction Index:Nature, Purpose, and Findings" 60 (60): 7-18, 1996

31 Hayduk, "Structural Equation Modeling with LISREL" Johns Hopkins University Press 1987

32 Vehovar V, "Sensitivity of Electronic Commerce Measurement to the Survey Instrument" 6 (6): 31-51, 2001

33 Brady M. K, "Searching for a Consensus on the Antecedent Role of Service Quality and Satisfaction:An Exploratory Cross-National Study" 51 (51): 53-60, 2001

34 Buttle F, "SERVQUAL:Review, Critique, Research Agenda" 30 (30): 8-32, 1996

35 Asubonteng P, "SERVQUAL Revisited:A Critical Review of Service Quality" 10 (10): 62-81, 1996

36 Chau P. Y. K, "Reexamining a Model for Evaluating Information Center Success Using a Structural Equation Modeling Approach" 28 (28): 309-334, 1997

37 Kline, R. B, "Principles and Practice of Structural Equation Modeling" Guilford Press 1998

38 Miller T. W, "On-line Market Research" 5 (5): 139-167, 2001

39 Hair J. F, "Multivariate Data Analysis" Prentice-Hall 1998

40 Babakus E, "Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth" 35 (35): 713-737, 2004

41 Richard, "Journal of Services Marketing" 59-68, 1993

42 Cronin, "Journal of Marketing" 55-68, 1992

43 Woodside, "Journal of Health Care Marketing" 5-17, 1989

44 Weissbach S, "Internet Research:Still a Few hurdles to Clear" 1997

45 Anderson, "Findings from Sweden” Journal of Marketing" 53-66, 1994

46 Suh B, "Effect of Trust on Customer Acceptance of Internet Banking" 1 (1): 247-263, 2002

47 윤재욱, "CVA개념을 도입한 이동전화서비스 고객만족도 실증분석" 12 (12): 487-495, 1999

48 Cronin J. J, "Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments" 76 (76): 193-218, 2000

49 Wang Y, "An Integrated Framework for Service Quality, Customer Value, Satisfaction:Evidence from China’s Telecommunication Industry" 6 (6): 325-340, 2004

50 Etezadi-Amoli J, "A Structural Model of End User Computing Satisfaction and User Performance" 30 (30): 65-73, 1996

51 A, "A Multiple-Item Scale for Measuring Consumer Perception of Service Quality” Journal of Retailing" 12-40, 1988

52 Dabholkar P. A, "A Comprehensive Framework for Service Quality:An Investigation of Critical Conceptual and Measurement Issues through a Longitudinal Study" 76 (76): 139-173, 2000

53 한국전산원, "2005 국가정보화백서 설명자료" 한국전산원 2005