초록

본 연구의 목적은 홍콩 모바일 산업에서 제공되고 있는 서비스에서 고객애호도의선행변인들에 대한 효과의 실증분석에 초점을 두고 있다. 140명의 응답자를 대상으로PLS(partial least squares)를 이용하여, 본 연구에서 제안된 가설을 검증하였다. 특히 본 연구는 Woo and Fock’s(1999)에 의해 제안된 요인에 대한 실증분석에 초점을 두었으며, 연구결과 전송능력, 고객서비스, 가격이 고객만족과 애호도에 통계적으로 유효한 효과를 가지는 것으로 조사되었다. 또한 성별차이의 효과검증에서 고객만족과 애호도사에의 음의 효과[(-) impact]가 남성고객에게서 발견되었다. 이들 결과를 토대로 연구자는 실무적 시사점과 연구의 한계점을 또한 서술한다.

키워드

Hong Kong; customer satisfaction; customer loyalty; transmission;service; price of plans; partial least squares; spurious loyalty

참고문헌(96)open

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