Measuring the Service Quality of Mobile Internet and Studying the Effects on Marketing Performance

Park, Yoon-Seo; Lee, Seung-In; Kim, Sam-Kwon; Yang, Liu

Journal of Korean Society for Quality Management > Volume 35(2); 2007 > Article

Journal of Korean Society for Quality Management 2007;35(2): 63-.

모바일 인터넷 서비스 품질 측정 및 마케팅 성과에 미치는 영향 연구

박윤서¹, 이승인², 김삼권³, 양유²

¹전북대학교 경영학부
²전북대학교 대학원 경영학과
³전북방송 방송사업부

Measuring the Service Quality of Mobile Internet and Studying the Effects on Marketing Performance

Yoon-Seo Park¹, Seung-In Lee², Sam-Kwon Kim³, Liu Yang²

¹Department of Business Administration, Chonbuk National University
²Department of Business Administration, Chonbuk National University
³The head of broadcasting division, Chonbuk Broadcast

ABSTRACT

As the mobile internet service market is rapidly growing, measuring and managing the service quality become a more critical issue to the service providers. Thus the purpose of this study is to compare SERVQUAL, SERVPERF, and non-difference score measures and to determine which one is superior to measure the service quality of the mobile internet service. This study also aims to analyze the structural relationship between the service quality, customer satisfaction and behavioral intentions (repurchase intention and word-of-mouth). For the purpose, survey data were gathered from the respondents who have used the mobile internet services and an empirical test was conducted. As the first research result, it was revealed that the non-difference score measure showed a much better model than other service measuring models (SERVQUAL, SERVPERF). And the second result was that two service quality factors (tangibles and empathy) among the mobile internet service quality factors significantly influenced the customer satisfaction and also the customer satisfaction had a significant effect on the repurchase and word-of-mouth.

Key Words: Mobile Internet;Service Quality;Customer Satisfaction;Repurchase Intention;Word-of-Mouth;