A study of the loyalty-building process for Mobile Data Service usage in Korea
by Chung K. Kim, Elizabeth Fife, Mina Jun, Lejun Sheryl Soh, Sunnyoung Lee
International Journal of Electronic Business (IJEB), Vol. 9, No. 1/2, 2011

Abstract: This paper examines the elements that support customer loyalty for Mobile Data Service (MDS) use in Korea, namely customer assessment of specific services and attachment to the mobile handset device. The first part of our study employs the model of Customer-Based Brand Equity (CBBE) to understand the influence of rational and emotional assessment in the loyalty-building process. Next, brand attachment theory is used to investigate the influence of personal and social attachment to the mobile handset and augment our understanding of the MDS loyalty-building process. Using survey data collected in Korea and the USA, this study provides several interesting strategic implications not only for Korean telecom companies that are dealing with subscriber churn issues, but also for foreign counterparts seeking to compete in Korean markets.

Online publication date: Tue, 24-May-2011

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