Determinants of customer loyalty in telecommunications services : differences between Chinese and Korean market

Abstract

This research is an empirical study comparing the relationships of quality of service, customer satisfaction and customer loyalty in mobile telecommunications sector of Korea and China which possess different growth phases. For this purpose, six factors in quality of service, customer satisfaction and customer loyalty have been under a regression analysis to verify the causal relationship. The key findings of this study are as follows: Both Korea and China showed the causal relationship between customer satisfaction and customer loyalty; customer support which is a core services, has been found to be the most important factors in customer satisfaction and customer loyalty. And this study establishes strategic views on reinforcing customer bases in mobile telecommunication service markets in both the countries.