이동통신서비스의 이용자 판별을 위한 서비스품질, 관계품질, 기술수용성 요인에 관한 연구 = Discriminant Analytic Approach to Usage of Mobile Telecommunication Services through Service Quality, Relationship Quality, and Technology Acceptance

다국어 초록 (Multilingual Abstract)

From the satisfaction model, research on service marketing has proposed positive effects of the perceived quality on customer loyalty and retentions. Based on the shift from transactional marketing to customer-centered marketing paradigm, recent studies have examined the role of relationship quality constructs to grasp strategies of customer relationship management. This study aims to examine the usage of mobile telecommunication services in Korea using discriminant analytic approach through various constructs of service quality, relationship quality, and technology acceptance. We assume that actual usage of mobile telecommunication services can be strongly predicted by qualities of service and customer relationship as well as by perceptual factors of the technological usage. Using data collected from Korean users of mobile telecommunication services, research questions receive support in that our constructs can increase the classification of customers either by service reliability or relationship quality with customers contingent on different user groups of telecommunication firms. Results also suggest that subjective norm is an effective predictor in classifying right customers of Korean telecommunication companies. Implications to the service and customer management are discussed along with practical suggestions to managers that are responsible for customer services.

국문 초록 (Abstract)

서비스에 대한 연구들은 만족이론에 기초하여 품질개선과 고객유지(애호도)를 예측하는 모형들을 제안해 왔으며, 최근 고객중심의 패러다임이 확산되면서 서비스품질과 더불어 고객관계의 질적 요소를 중요하게 다루기 시작하였다. 본 연구는 서비스 및 고객관계의 질적 요소가 이동통신서비스 이용에 중요한 요인이며, 특히 이동통신은 첨단테크놀로지를 기반으로 서비스되므로 테크놀로지에 대한 소비자의 지각을 동시에 고려할 필요가 있음을 가정한다. 이에 본 연구는 거래요인으로서의 서비스품질과 인적요인으로서의 관계품질, 그리고 테크놀로지요인으로서의 기술수용성 요인이 이동통신서비스 이용자를 얼마나 잘 판별하는지를 알아보고자 한다. 이를 위해 국내 이동통신서비스 이용자를 대상으로 자료를 수집하고 이용자 예측을 위한 판별분석을 실시하였다. 연구결과, 서비스의 신뢰성, 공감성, 확신성은 이동통신서비스 이용자를 예측하는 중요한 서비스 요소이고 관계몰입과 관계신뢰는 이용자를 구분하는 중요한 고객관계 요인임을 확인하였다. 또한 주관적 규범은 서비스 이용자를 구분하는 중요한 기술수용성 요인으로 나타났다. 연구결과를 바탕으로 서비스 이용자의 특성과 국내 이동통신사들의 차별적 서비스전략을 논의하였다.

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