超高速 인터넷 서비스 品質에 대한 顧客 滿足이 消費者의 購買意圖에 미치는 影響에 관한 硏究

Abstract

As the domestic market of ultra-high speed Internet service grows rapidly competition in the market has also increased recently. The competitive Internet service market requires high quality ultra-high speed Internet service to satisfy the customers in the market. Thus, the firms competing in the market need to develop effective and successful strategies to improve the quality of their Internet service. Development of such strategies can be achieved through theoretical understanding of the antecedents and consequences of the quality of Internet service, the relationship between Internet service quality and customer satisfaction, and the variables that could moderate the intensity of the relationship. The purpose of this study is to make a theoretical contribution to the body of current knowledge about the rapidly growing ultra-high speed Internet service market and provide practical strategic implications to the marketers of the firms in the market by investigating empirically the important relationships between the variables around the quality of the Internet service. In order to accomplish the purpose the study developed and tested five research hypotheses. The first hypothesis which was accepted reads as the quality of ultra-high speed Internet service will have positive influence on the level of the customer's perceived general satisfaction with the service. The results of the test of H1 show that as the quality of the Internet service improves the customer's satisfaction with the service increases as in the case of tangible products and other services in general. The analysis of the data acquired in relation with H1 shows also that the factors of quality of the ultra-high speed Internet service that could influence customer satisfaction include speed of the service, convenience of subscription, installation, and termination, service fee, personal service, and reliability for the service personnel. The second research hypothesis investigated the moderating effect of involvement on the relationship between service quality and customer satisfaction. The results of the test of H2 show the moderating effect of involvement. In general, highly involved consumers are more satisfied than low involved consumers with the quality of the Internet service as the quality improves. Specifically, highly involved consumers' satisfaction level is high for the quality dimensions of service fee, personal service, reliability for the service personnel, convenience of subscription, installation, and termi-nation, speed of complaint resolution, and charges in the beginning stage of the service use. The third research hypothesis dealt with the moderating effects of some variables related with the characteristics of use of the ultra-high speed Internet service. The findings of the test of H3 show that the influence of quality of the Internet service on the customer's satisfaction varies with the main object of use of the service, the place of use of the service, the main source of information, the frequency of use of the service, and the length of use time. The fourth research hypothesis expected positive impact of the customer's general satisfaction with the Internet service on his/her intention of repeated purchase. This hypothesis was supported strongly. The last hypothesis was tested to identify the positive significant relationship between the customer's satisfaction with the quality of ultra-high speed Internet service and his/her favorable word-of-mouth activities. The results of the test support the hypothesis. Though the same kinds of research hypotheses as the last two in this study were tested many times for tangible products and other services in the past there was a need to identify the relationships in the field of super-speed Internet service. The study concludes with several managerial implications for the practitioners, research limitations, and directions for future research.