Expectations and Actual Satisfaction about Mobile Communication Terminals before and after Purchase; Research on the Influence on Customer Loyalty

摘要

This thesis is intended to examine factors that affect custoer satisfaction in the domestic mobile communication terminal market as to expectations before purchase and actual satisfaction after purchase. Also, how the factors that affect customer satisfaction about mobile phones influence the customer base was theoretically and positively examined. The mobile communication terminal industry, which has been the driving force behind the development of Korea as a great power in the information and communication industry has a great influence on the global market as well as the domestic economy. Nevertheless, research efforts on the existing mobile communication terminal market. In addition, research on customer satisfaction about mobile communication terminals, which has been done by a few scholars in the related fields, has been limited to prices and brands. That is, the traditional research efforts on customer satisfaction about mobile communication terminal products have been focused on the influences of prices and brands on the purchase of products rather than on the evaluation of the unique quality attribute of each product. Therefore, this thesis is intended to examine factors expected to enhance customer satisfaction about products and expand the customer base other than the external factors including the prices andbrand images of mobile phones so that customer-oriented mobiles phones can be developed and manufactured.