고객만족수준이 이탈의도에 미치는 영향에 대한 소비자 지식의 조절효과
Moderating effects of customer knowledge on the customer satisfaction level's effects to the customer defection intention
v, 76 p.
고객만족 소비자지식 이탈의도;
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Today companies recognize that the customer is a financial asset that companies should measure, manage, and maximize just like any other asset. In South Korea, the competition of the mobile service market is dramatically growing and the mobile service market has already entered the maturity stage, that it is difficult to increase the sales and the number of the customers through acquiring new customers. Thus the mobile service companies make their efforts to manage the customer relationship especially in customer retention and defection. Most companies to control customer defection center heavily on the management of customer satisfaction. But, high satisfaction levels does not guarantee that customers won`t defect and dissatisfaction doesn`t necessarily lead to defection. Moreover satisfaction seems to explain only a small amount of the variance in re-purchasing and defection. The purpose of this study is to investigate customer satisfaction level that influences customer defection intention in South Korea mobile service market. This study focuses on the customer satisfaction level, customer defection, and customer knowledge especially moderating effects of customer knowledge. Data was collected from 250 customers who have been used mobile service. Expect 5 Samples, 245 samples were used in the statistical analysis. The method of statistical analysis to the hypotheses was Regression Analysis using SPSS 11.0. Scale items used in this study were selected from existing scales and were adapted to conform to the mobile service. In order to ensure the scale's validity and reliability for measuring variables, factor analysis and Cronbach`s alpha test were accomplished. Factor analysis for customer subjective knowledge and customer satisfaction level was highly loaded on the expected factors. Reliability estimates for two variables were high with alpha coefficients ranging from .8581 to .8780. The results of study are as follows: First, customer satisfaction level has a significant effect on customer defection intention. High customer satisfaction level leads to low customer defection intention. Second, customer subjective knowledge has a moderating effect between customer satisfaction level and customer defection intention. The higher customer subjective knowledge, the higher affect between customer satisfaction level and customer defection intention. Third, customer objective knowledge`s moderating effect between customer satisfaction level and customer defection intention is not significant. The limits of this study are specialty and the representative of sample. There is a problem in the scale of customer objective knowledge. Because there are many kinds of products and services, the standardization of customer objective knowledge is very hard to work. It is also required to further study customer knowledge in the overall process of customer decision making. Finally, it is required to study various variables that affect the customer defection. Two managerial implications can be derived from the findings. Managers in mobile service should focus on not only customer retention but also customer defection. Customer knowledge should be managed to establish and maintain long-term interpersonal relationship.