Proceedings of the IEEK Conference (대한전자공학회:학술대회논문집)

The Institute of Electronics and Information Engineers (대한전자공학회)
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The Factors Influencing Brand Equity in Mobile Telecommunication Service and Its Influence on the Choice of New Service Provider

이동통신 서비스 브랜드 자산의 영향요인과 신규서비스 선택에 미치는 영향

  • Hong, Seung-Hye (Convergence Service Strategy Research Group Electronics Telecommunications Research Institute (ETRI)) ;
  • Jee, Kyoung-Yong (Convergence Service Strategy Research Group Electronics Telecommunications Research Institute (ETRI)) ;
  • Kim, Moon-Koo (Convergence Service Strategy Research Group Electronics Telecommunications Research Institute (ETRI))
  • 홍승혜 (한국전자통신연구원 융합서비스전략연구그룹) ;
  • 지경용 (한국전자통신연구원 융합서비스전략연구그룹) ;
  • 김문구 (한국전자통신연구원 융합서비스전략연구그룹)
  • Published : 2007.07.11
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Abstract

Consumer needs becomes various in a mature mobile telecommunication market, while service differentiation is hard to achieve. The competition among telecommunication service providers is getting fierce in order to maintain and obtain customers. Moreover, HSDPA caused the intense marketing activity for the move to the next generation customers. Under these circumstances, brand equity can be a key to a long-term competitive edge for mobile phone service providers. In this study, we identified the factors influencing mobile telecommunication brand equity, and its influence on the HSDPA service subscription behavior.

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