Abstract
This paper investigates factors affecting the switching behavior of customers in the Korean mobile industry. It has been known that four factors such as customer satisfaction, switching cost, alternative attractiveness, and customer loyalty have influences on the switching behavior. An empirical study of mobile subscribers in Korea confirms that customer satisfaction significantly affects customer loyalty. It has found that switching cost directly affects customer loyalty, but does not play the moderating role in the customer satisfaction — customer loyalty relationship. However, alternative attractiveness has no impact on customer loyalty directly and no moderating role in the customer satisfaction — customer loyalty relationship.
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Daihwan Min is a professor of digital management/management information systems at Korea University Sejong Campus in Korea. He has a BBA degree from Seoul National University and a Master degree in industrial engineering from the Korea Advanced Institute of Science and Technology, and a Ph.D. degree in business administration from the University of Michigan. His research interests include diverse areas such as business process management, online privacy, e-business strategy, systems analysis, service management, and mobile business.
Lili Wan is a doctoral student of digital management department at Korea University in Korea. She has a Bachelor degree from Tongji Medical College of Huazhong University of Science and Technology and a Master degree from The Institute of Medical Information of Peking Union Medical College. Her research interests include areas such as hospital management, medical information system, e-business, and mobile business.
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Min, D., Wan, L. Switching factors of mobile customers in Korea. J Serv Sci 1, 105–120 (2009). https://doi.org/10.1007/s12927-009-0006-y
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DOI: https://doi.org/10.1007/s12927-009-0006-y