INVESTIGATING SERVICE QUALITY FACTORS OF KOREAN MOBILE TELECOMMUNICATION INDUSTRY: AN INTEGRATED APPROACH

摘要

The objective of this research is to provide pragmatic implications in the environment of Korean mobile telecommunication service industry by adapting the Quality Function Deployment (QFD) and the multiple-item scale that is derived from SERVQUAL, through which the connections among attributes of service quality management are delineated. In the beginning phase of this study, dimensions were generated based on legacy works that have been done on service quality. Later, we attempt to identify and scrutinize the factors influencing cellular service quality through exploratory discussion with major professional incumbents. In this stage, QFD, a managerial decision making technique, is used to obtain insights from these industrial experts. Based on the findings from the first and second phases, the authors hypothesized and examined the significant relationships between user satisfaction and several specific quality factors. The research methodology of this paper consists of quantitative and qualitative methods and considers numerous sources of conceptual developments of service quality research.