서비스품질이 브랜드태도에 미치는 영향에 있어서 구전의 매개효과에 대한 연구

The Study of Mediating Effect of Word of Mouth in Relation to the Impact of Service Quality on Brand Attitude -Focusing on Comparative Analysis Between Group-

As of 2014 mobile communication market has been attracting diverse customers because of the emerging of the Smartphone. It is time that the military officials who are using a military-only mobile communication network need to be considered as important customers as well as the general public. Earlier studies were based on how service quality affects customer satisfaction, brand repurchase, and brand attitude but they didn t pay a lot more attention to word of mouth which has a significant influence on service quality and brand attitude. Therefore this study discusses the influence of how word of mouth plays a mediating role in service quality and has an influence on brand attitude by dividing into groups of cadets, military officials, and university students and analyzing them at the same time. This study has chosen people who experienced the quality of mobile service as survey respondents by using the SERVQUAL model. People in their twenties were the most sensitive group to mobile communication service. They have been divided into three groups and analyzed. First, the three groups, cadets, military officials, university students, were affected by some factors of service quality. Second, this research conducted on an analysis on moderating effect in order to see if there is a difference between groups in addition to analyzing mediation effect of influence on service quality effect in relation to brand attitude. Third, understanding that most of the studies are about how five factors of SERVQUAL affect brand attitude, this study focused more on how service quality affects brand attitude using a mediating variable(word of mouth) by dividing it into the positive and the negative. That is because the general society is structurally developing through social interactions with others as it is normally composed of individuals or groups who have a variety of personalities. On the other hand, the military is a class society which is moved by obeying orders so the social interaction with others is relatively standardized.