earticle

영어

It is no exaggeration to say that 2010 is ‘the year of a smart phone’ in the IT industry throughout the world. Especially, it made a great contribution to increased use of SNS (Social Network Services) such as Facebook, Twitter etc., and enabled the use of the internet using the smart phone at any time, by which has made us experience a new mobile life different from PCs and lap tops. Smart phone gives us a very important and interesting research topics, which is to find and prove the factors influencing the purchase and exchange churn and recommendation intentions. In particular, for the mobile communication providers expecting of the emergence of a new market due to reduced new subscribers in the rapidly pacing IT industrial related management environment. Smart phone with general purpose operating system, various data communication and many types of applications are much functions. it has a various functions such as phone, internet, SNS, and mobile banking etc. This thesis starts with the intention of looking into its effect customers’ selection of smart phone, and the hope of the results being helpful for smart phone companies’ establishment of managerial strategy. The purpose of this study is to search determinants which affect the increase in the user acceptance, satisfaction, Churn and Recommendation Intentions of smart phone and aims to ascertain how portability experience and conversion intention in the mobile phone (smart phone) selection would have an effort on the selection of the firms, achieved in a new competition structure in the same market. The study examined into the trend of each smart phone company as to satisfaction and factors influencing resultant repurchase or churn intention affecting factors and investigates how smart phone users evaluate the quality of the mobile services domestic firms such as SKT, Olleh, and LGU+ provide. It also examines the determinants for the customers’ satisfaction of the mobile services. The smart phone was a new chance to expand their market, and for the users, it provided convenience such as very comfortable and useful functions in that they can deal with routine businesses using internet search like e-mail, banking business, and office program as a computer in hand. In particular Banking Industry believe smart phone will bring fundamental changes in banking services as the internet did, and proactive responded to the change by quickly offering services for various types of smart phone. Given smart phone market mechanism, it is vital to improve commodity design, function or service quality, create new demand, and expand market scale for consumers’ welfare, industry’s constant competition and progress, and significant to work out a strategy to maintain existing customers. Logistic regression analysis results to churn intention, statically significant factors were indicated to be input convenience, SNS convenience, design, and improvement patch. Recommendation intention significant factors were indicated to be application convenience, input convenience, SNS convenience, battery capacity, design, and improvement patch. Expanding the IT market through the smart phone supplied a chance to compete in the new communication market for program producers including service providers, terminal manufacturers, increasing market shares by attracting new customers is getting really tough for the domestic smart phone firms who also face immense competition from smart phone providers, such as apple, motorola and nokia and gave a chance to experience convenient and rapid communication for clients. This thesis tried to confirm criteria of selection related to users’ satisfaction in respect with this service selection.

한국어

스마트폰은 기존의 전 세계 이동통신시장의 커다란 변화를 가져왔다. 기존 이동통신서비스는 노키아, 모토로라, 삼성전자 등 휴대폰 제조업체가 제공하는 단말기의 기능에 한정된 서비스를 이용하였다. 스티븐 잡스의 아이폰의 등장은 기존의 이동통신서비스에 대한 기대와 수준을 한층 발전시켰다. 소비자가 원하고 희망하는 서비스에 대한 어플리케이션의 개발과 지원은 서비스 사용자가 생각했던 서비스가 지원되는 사용자 중심의 시장으로 변화되었음을 의미하는 것이다. 스마트폰의 사용은 최근 사회적 이슈나 소통의 핵심이 되고 있는 Facebook, 트위터 등의 사회관계망서비스(social network service; SNS) 사용자 급증에 가장 큰 공헌을 하였고, 언제 어디서나 스마트폰을 이용한 인터넷의 사용을 가능하게 하여 PC와 노트북과는 다른 새로운 모바일 생활을 가능하게 하였다. 특히 빠른 속도로 변화하는 IT관련 경영환경 속에서 스마트폰은 이동통신업체들에게는 신규 가입자 감소에 급감에 새로운 시장의 출현을 기대하던 있어서는 시장확대의 새로운 기회를 제공하였으며, 사용자들에게는 손 안의 컴퓨터로서 이메일 등 인터넷 검색, 은행업무, 오피스 프로그램을 활용한 일상적인 개인적인 업무까지 처리할 수 있게 하였다. 이 연구는 스마트폰 사용에 있어 사용자들의 편리성, 유용성 및 이동통신산업에 미치는 스마트폰의 영향력과 이러한 서비스의 선택과 관련된 사용자의 만족에 영향을 주는 요인들을 확인하고자 하였다. 스마트폰의 선택에 있어 전환의도와 추천의도를 중심으로 이동통신서비스 만족도가 클수록 전환의도는 낮아지고, 추천의도는 높아질 것이라는 가설을 중심으로 학생과 직장인을 중심으로 실증분석하였다.