이동통신사 서비스 요인과 전환혜택이 고객만족도와 전환의도에 미치는 영향에 관한 연구

This study looks for the service factors influencing to conversion among the domestic telecommunication companiesand finds out the effect which the switching benefit affect the customer satisfaction and the switching intention. Eightservice factors of the telecommunication company such as usability, call quality, terminal quality, auxiliary service,rates, after service, application and brand image are selected and verified using the structural equation model. Auxiliaryservice, rates and brand image give positive (+) effects to the customer's satisfaction, but the application gives negative(－) effects to the customer's satisfaction. Switching benefit affects significantly to the switching intention, but notto the customer satisfaction. The customer satisfaction gives a positive effect to the switching intention. The telecommunicationservice factors influence to customer satisfaction and switching intention, and switching benefit alsoinfluences to switching intention. It was analyzed that the significant influencing service factors were a little differentamong the telecommunication companies.