지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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As of 2014 mobile communication market has been attracting diverse customers because ofthe emerging of the Smartphone. It is time that the military officials who are using amilitary-only mobile communication network need to be considered as important customers aswell as the general public. Earlier studies were based on how service quality affects customersatisfaction, brand repurchase, and brand attitude but they didn’t pay a lot more attention toword of mouth which has a significant influence on service quality and brand attitude.
Therefore this study discusses the influence of how word of mouth plays a mediating role inservice quality and has an influence on brand attitude by dividing into groups of cadets,military officials, and university students and analyzing them at the same time.
This study has chosen people who experienced the quality of mobile service as surveyrespondents by using the SERVQUAL model. People in their twenties were the most sensitivegroup to mobile communication service. They have been divided into three groups andanalyzed.
First, the three groups, cadets, military officials, university students, were affected by somefactors of service quality. Second, this research conducted on an analysis on moderatingeffect in order to see if there is a difference between groups in addition to analyzingmediation effect of influence on service quality effect in relation to brand attitude. Third,understanding that most of the studies are about how five factors of SERVQUAL affect brandattitude, this study focused more on how service quality affects brand attitude using amediating variable(word of mouth) by dividing it into the positive and the negative.
That is because the general society is structurally developing through social interactionswith others as it is normally composed of individuals or groups who have a variety ofpersonalities. On the other hand, the military is a class society which is moved by obeyingorders so the social interaction with others is relatively standardized.
목차
등록된 정보가 없습니다.
참고문헌 (41)
참고문헌 신청
Aaker, David / 1982 / Advertising Management / Prentice-Hall : 2323 ~ 2234
Aaker, Jennifer L. / 2001 / I Seek Pleasure, We Avoid Pains : The Role of Self Regulatory Goals in Information Processing and Persuasion / Journnal of Consumer Research 28 (
Bandura, A. A. / 1977 / Self-efficacy ;Toward a Unifying Theroy of Beha
洪疇彬 / 1998 / 서비스品質과 顧客滿足이 再購買意思와 口傳意圖에 미치는 影響에 關한 實證的 硏究 : 특히 우리나라 淑女衣類賣場의 서비스를 中心으로 / 박사 / 동국대 대학원
강근규 / 2004 / 이동통신서비스품질의 결정요인과 고객만족에 관한 실증적 연구 : SK Telecom 대리점 고객을 중심으로 / 박사 / 목원대학교 대학원
Aaker, Jennifer L. / 2001 / I Seek Pleasure, We Avoid Pains : The Role of Self Regulatory Goals in Information Processing and Persuasion / Journnal of Consumer Research 28 (
Bandura, A. A. / 1977 / Self-efficacy ;Toward a Unifying Theroy of Beha
洪疇彬 / 1998 / 서비스品質과 顧客滿足이 再購買意思와 口傳意圖에 미치는 影響에 關한 實證的 硏究 : 특히 우리나라 淑女衣類賣場의 서비스를 中心으로 / 박사 / 동국대 대학원
강근규 / 2004 / 이동통신서비스품질의 결정요인과 고객만족에 관한 실증적 연구 : SK Telecom 대리점 고객을 중심으로 / 박사 / 목원대학교 대학원
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