모바일 인터넷 서비스 품질 측정 및 마케팅 성과에 미치는 영향 연구 = Measuring the Service Quality of Mobile Internet and Studying the Effects on Marketing Performance

다국어 초록 (Multilingual Abstract)

As the mobile internet service market is rapidly growing, measuring and managing the service quality become a more critical issue to the service providers. Thus the purpose of this study is to compare SERVQUAL, SERVPERF, and non-difference score measures and to determine which one is superior to measure the service quality of the mobile internet service. This study also aims to analyze the structural relationship between the service quality, customer satisfaction and behavioral intentions (repurchase intention and word-of-mouth). For the purpose, survey data were gathered from the respondents who have used the mobile internet services and an empirical test was conducted.
As the first research result, it was revealed that the non-difference score measure showed a much better model than other service measuring models (SERVQUAL, SERVPERF). And the second result was that two service quality factors (tangibles and empathy) among the mobile internet service quality factors significantly influenced the customer satisfaction and also the customer satisfaction had a significant effect on the repurchase and word-of-mouth.

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