소규모 이동통신 고객들의 지각된 서비스품질, 고객만족 및 전환비용이 고객충성도에 미치는 영향

The Effect of Perceived Service Quality, Customer Satisfaction, and Switching Costs on Customer Loyalty of Mobile Telecommunication Customers: Based on the Mediating and Moderating Effect of Switching Costs

The purpose of this study is to empirically investigate the interrelationship among perceived service quality, customer satisfaction, switching cost and customer loyalty and examine the moderating and mediating effect of switching cost in relationship between service quality and customer loyalty, and between customer satisfaction-customer loyalty based on the mobile telecommunication customers. To test the proposed research model, a survey methodology was used. Data was collected to test the model from mobile telecommunication customers who experienced purchasing or services as respondents, a total of 406 questionnaires were used. This study was conducted EFA and CFA to test the validity of the measurement model, and empirical analyses were performed using AMOS. The results indicate that perceived service quality and customer satisfaction have positive effect on switching cost and customer loyalty, switching cost has positive effect on loyalty, and unlike relationship between service quality-customer loyalty, switching cost has moderating effect in relationship between customer satisfaction-customer loyalty. Finally, this study suggests the implications of these findings, both theoretically and practically, and also offers directions for future research.