The percentage of households with Internet access in South Korea has reached 86.7% , by which it was concluded that the High-speed internet service market is at its saturated stage. Under the current circumstances, most companies have studied strategi...
The percentage of households with Internet access in South Korea has reached 86.7% , by which it was concluded that the High-speed internet service market is at its saturated stage. Under the current circumstances, most companies have studied strategies to increase customer loyalty in order to maintain their existing customers and devised methods to acquire potential customers who have contract with other competing companies. This paper investigates to explore the experiences about customer loyalty and switching behavior of high?speed internet service users and 21 subjects were interviewed. Based on the result, the determinants of customer loyalty appeared as fee related factors of single or combined services, the image and service of service provider, and internet speed etc.. The determinants of switching behavior turned out to be fee and/or money policies that current service provider suggested, recommendation by an acquaintance, internet speed, and after service etc..