The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services

The Korean mobile telecommunication services industry is entering a new transition period. This has been brought about by the market for mobile telecommunications reaching maturity, the launching of the IMT-2000 service and the scheduled introduction of mobile number portability. In response, the in...

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Bibliographic Details
Published in:Telecommunications policy 2004-03, Vol.28 (2), p.145-159
Main Authors: Kim, Moon-Koo, Park, Myeong-Cheol, Jeong, Dong-Heon
Format: Article
Language:English
Subjects:
Brand loyalty
Consumer behaviour
Customer loyalty
Customer satisfaction
Customers
Economic aspects
Korea
Korea Mobile Customer loyalty Customer satisfaction Switching barrier
Loyalty
Market strategy
Mobile
Mobile communications
Mobile communications networks
Mobile phones
Mobile telephones
Networks
Policy studies
Satisfaction
South Korea
Studies
Switching barrier
Telecommunications
Telecommunications industry
Telecommunications policy
Telephone
Wireless communications
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Summary:The Korean mobile telecommunication services industry is entering a new transition period. This has been brought about by the market for mobile telecommunications reaching maturity, the launching of the IMT-2000 service and the scheduled introduction of mobile number portability. In response, the industry is shifting its strategic focus away from attracting new customers, towards retaining existing customers through the promotion of customer loyalty. This paper investigates how customer satisfaction and the switching barrier influence customer loyalty. The adjustment effect of the switching barrier on customer satisfaction and customer loyalty is also analysed.
ISSN:0308-5961
1879-3258
DOI:10.1016/j.telpol.2003.12.003