A Study on the Effects of the Mobile Telecommunication Quality on Customer Satisfaction and Customer Loyalty. -Focus on Moderation effect of Switching Barrier-

Abstract

Purpose The purpose of this study was to propose useful suggestions by explore the effects of the Mobile Telecommunication service quality on customer satisfaction and Customer Loyalty (Focus on Moderation effect of switching barrier) in Korea Mobile Telecommunication industry. Methods After reviewing the literature, the structural eqation modeling(SEM) conducted by LISREL 8.53 test the research model. The data was collected from subscriber of mobile telecommunication service by the questionare in Korea. Results The results of SEM show that Mobile Telecommunication Service Quailty have a positive effect on customer satisfaction, and customer satisfaction also have a positive effect on customer loyalty. And switching barrier have a moderation effect between customer satisfaction and customer loyalty. Conclusion Mobile Telecommunication Service Quality is highly related to Customer Satisfation and Customer Loyalty, so Mobile Telecomunication Company should improve Service Quality especially price-related service quality and process/human-related service quality. And the company need to get higher the positive Switching Barriers in order to improve Customer Loyalty. Key words: Mobile Telecommunication Service Quality, Customer Satisfaction, Customer Loyalty, Switching Barrier. Moderation Effect.