Abstract
The purpose of this study is to examine the effect of information quality(IQ) on customer satisfaction and loyalty within cross-buying contexts in the telecommunications industry. The research uses a survey of 215 participants and a structural equation model to analyze how IQ influences loyalty, employing Cronbach's alpha(CA), correlation, and confirmatory factor analysis(CFA) for measurement validity. Results indicate that all indicators, including word of mouth(WOM) and accessibility IQ, show high reliability(CA > 0.7). The model demonstrates that customer satisfaction—mediated by contextual IQ—affects loyalty significantly. This investigation highlights the critical role of IQ in fostering loyalty and satisfaction in Korea's competitive telecom market, emphasizing the need for precise information delivery while avoiding spam. It also points to the necessity of future research on user needs in loyalty building, particularly in scenarios where secondary purchases accompany primary ones.
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