In our study, we tried to develop and test a model that aids further understanding of the sources of customer loyalty in the 3G telecommunications service. In addition, as the 3G could be understood as an innovative telecommunications service, we assume that the impact of factors related service attributes affecting customer loyalty is moderated by the customer’s innovativeness. We analyzed our research model using 3G service users’ data in Korea. Our results will have significant strategic implications for firms in this highly competitive industry. Particularly, it can be useful for mobile carriers interested in customer retention management and supposed to deliver a new telecommunications service like the 4G service that is on the horizon.
Ⅱ. Theoretical Background
Ⅲ. Research Model and Hypotheses
Ⅳ. Empirical Results