Determinants of The Continuance Intention to Use in The Korean 3G Telecommunications Market

Korean mobile telecommunications market isshifting from 2G to 3G service. Considering the revenueof voice-based communication has reached its maximum,3G services can provide telecommunication companies withthe opportunity to increase their revenues. As the competitionin the market is becoming fierce, mobile carriers aretrying to increase their profits by preventing their customersfrom switching to rivals. In this regard, managing customercan be a key success factor of the mobile telecommunicationsbusiness by retaining existing customer. In this research, we tried to develop and test a modelthat aids further understanding of the determinants of continuanceintention to use the current 3G service. We conductedempirical study through the analysis of 3G serviceusers’ data in Korea. The results indicated that continuanceintention to use the current 3G is dependent on the customer’ssatisfaction with the service quality, handset, and brandimage. We hope that analysis results will have significantimplications in terms of both practical and theoreticalaspects.