earticle

영어

The prevailing trend in telecommunication industry is toward convergence. The purpose of this study is to examine the factors influencing customer loyalty, i.e. quality of the installed base, and to address whether the customer loyalty of existing service can transfer to convergence service. In addition, this study investigates the moderating effects of perceived similarity and perceived innovativeness on this transferability. The result show that customer loyalty influence significantly the transfer intention of convergence service and perceived innovativeness moderates negatively this transferability. And customer loyalty is affected significantly by customer satisfaction and switching cost as was expected. Implications of the results and future research are discussed.