earticle

영어

In extremely competitive business environment, Telecommunication Service companies have developed and introduced a variety of Services to achieve customer retention and obtain new customers, but customers’switching behaviors are vigorous being activated, companies are under more difficult than before. In response companies enactment strategies that are different in situation and cost a lot of money. In this situation, it’ said that where the customer loyalty in telecommunication industry is.
Now it’ necessary to rethink the importance of customer loyalty and its determinants. Of course, there are many studies to discover the determinants of the loyalty but previous studies focus on single type of determinant to reply a single type of loyalty.
Therefore, this study is to confirm an effect of customer loyalty and consider product and service quality as a determinant and also applied the notion of three layers of service loyalty based on theory of the effect of hierarchy. As a result, we find out the importance of customer loyalty and the quality of product and service have significantly effected on customer loyalty. Particularly product quality caused cognitive, behavioral and affective loyalty in order while service quality caused affective and behavioral loyalty in order. According to this result, the process of being built customer loyalty would be different in different quality that are product and service, management of product quality should more focus on cognitive loyalty and its determinants while management of service quality should more focus on affective loyalty and its determinants.