Determinants of the customer loyalty in the Korean 3G telecommunications market : The role of the customer’s innovativeness

In our study, we tried to develop and test a model that aids further understanding of thesources of customer loyalty in the 3G telecommunications service. In addition, as the 3Gcould be understood as an innovative telecommunications service, we assume that the impactof factors related service attributes affecting customer loyalty is moderated by the customer’sinnovativeness. We analyzed our research model using 3G service users’ data in Korea. Ourresults will have significant strategic implications for firms in this highly competitiveindustry. Particularly, it can be useful for mobile carriers interested in customer retentionmanagement and supposed to deliver a new telecommunications service like the 4G servicethat is on the horizon.