- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
A Study on Moment of Truth of Household Telecommunication and Distribution Services in Korea
Lee, Hyuk-Jin
- Downloaded
- Viewed
Abstract
Purpose - There have been not enough studies on the ways customer Moment of Truth(MOT) activities are structured along with consumption chain and their influences as well as the relative influences of service quality at Moment of Truth on customer performance. Therefore, customer service needs needed at Moment of Truth may differ depending on whether these distribution services are at introduction-growth stages or maturity-decline stage already, but there is no study which illustrates this. Research design, data, and methodology - This study selects VoIP and IPTV as the household telecommunication and distribution services at introduction-growth stages as well as high speed internet and wire telephone as those at maturity-decline stages. Then it identifies which experiences that customers have at Moment of Truth by each service as well as the influences related to what the customers consider as important. Results - As the result of demonstration with the target of 858 respondents, customers' experiences and requests differ at Moment of Truth. For service quality, what takes the positive roles in customer performance includes corporeality and certainty for the services at introduction-growth stages as well as reliability, sympathy, and mutuality for those at maturity-decline stages. Conclusions - Implications of these results as well as further directions for study are suggested.
- keywords
- Household Telecommunication, Distribution Services, Moment of Truth(Mot), Service Quality, Product Life Cycle(PLC)
Reference
Ambert, A. M. (1994). A Qualitative Study of Peer Abuse and Its Effects: Theoretical and Empirical Implications. Journal of Marriage and the Family, 56(1), 119-130.
An, S. B., Song, I. A., & Hwang, H. J. (2013). The Influence of the Car Master’s Recognized Core Capability level in Achieving Customer Satisfaction:Emphasis on Mediating Effect of Moment of Truth Quality, Journal of Distribution Science, 11(4), 37-49.
Baek H. S., Shin, C. S., & Lee, S. Y. (2016). The Analysis of a Causal Relationship of Traditional Korean Restaurant's Well-Bing Attribute Selection on Customers' Re-Visitation and Word-of-Mouth, East Asian Journal of Business Economics, 4(2), 48-60.
Bitner, J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54(2), 60-82.
Bitner, J. (1992). Servicescape: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57-71.
Challagalla, G., Venkatesh, R., & Kohli, A. K. (2009). Proactive Post sales Service: When and Why Does It Pay Off?. Journal of Marketing, 73(2), 70-87.
Chen, Y., & Shang, Y. F. (2018). Factors Influencing Users' Word-of-Mouth Intention Regarding Mobile Apps: An Empirical Study, International Journal of Industrial Distribution & Business, 9(1), 51-65.
Choi, B. N., & Yang, H. C. (2018). A Study on Revitalization of Revenue through Difference of Consumer Perception of Characteristics of Mobile Social Commerce, The East Asian Journal of Business Management, 8(1), 31-38.
Coo, B. M. (2018). A Study on Customer Satisfaction Factors of Supply Chain Management Support Center(SCSC). International Journal of Industrial Distribution & Business, 9(2), 27-38.
Colgate, M., & Alexander, N. (2002). Benefits and Barriers of Product Augmentation: Retailers and Financial Service. Journal of Marketing Management, 18(1-2), 105-123.
Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55-68.
Denzin, N. K., & Lincoln, Y. S. (1994), Introduction:Entering the Field of Qualitative Research. In Denzin, N. K. and Lincoln, Y. S.(Eds.). Handbook of Qualitative Research. Thousand Oaks, CA:Sage Publications, Inc, 1-17.
Galesic, M. (2005). Effects of Questionnaire Lengthon Quality of Responses in Web Surveys. Proceedings, ESF(European Science Foundation)Workshop on Internet Survey Methodology, Dubrovnik, September, 26-28.
Jung, M. H., Bae, D. I., & Yun, J. C. (2014). The Effects of SNS Characteristics on Purchase Intention. The East Asian Journal of Business Management, 4(3), 19-25.
Lee, J. W. (2017). Critical Factors Affecting Consumer Acceptance of Online Health Communication: An Application of Service Quality Models. The Journal of Asian Finance, Economics and Business, 4(3), 85-94.
Lee, J. W., Kwag, M., & Potluri, R. M. (2015). Antecedents of Acceptance of Social Networking Sites in Retail Franchise and Restaurant Businesses. The Journal of Asian Finance, Economics and Business, 2(1), 29-36.
Lee, K. K., Jang S. N., & Kim, P. J. (2012). Research on Purchase Decision Factors to TV Home Shopping Product: Digital⋅Home Appliance. The East Asian Journal of Business Management, 2(2), 13-21.
Levitt. T. (1980). Marketing Success Through Differentiation of Anything. Harvard Business Review, 85(1), 83-91.
Lovelock, H. C. (1991). Managing Service(2nd ed.). Prantice-Hall, Englewood Fliffs, NJ: Prantice-Hall.
MacMillan, I. C., & McGrath, R. G. (1997). Discovering New Points of Differentiation. Harvard Business Review, 75(4), 13-145.
Mahajan, V., Muller, E., & Bass, F. M. (1990), New Product Diffusion Modelsin Marketing: A Review and Directions for Research. Journal of Marketing, 54(1), 1-26.
Meyer, C., & Schwager, A. (2007). Understanding Customer Experience. Harvard Business Review, 85(2), 117-126.
Normann, R. (1991). Service Management: Strategy and Leadership in Service Business(2nd ed.). Chichester: Wiley.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A Multi-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64(1), 12-40.
Rahman, M., Ismail, Y., Albaity, M., & Isa, C. R. (2017). Brands and Competing Factors in Purchasing Hand Phones in the Malaysian Market. The Journal of Asian Finance, Economics and Business, 4(2), 75-80.
Rogers, E. M. (1983). Fusion of Innovations. New York:The Free Press.
Schmitt, B. (2003). Customer Experience Management. Hoboken, NJ: Wiley & Sons.
Shostack, G. L. (1985). Planning the service encounter. In The Service Encounter(Czepiel, J. Solomon, M., & Surprenant, C. Eds.). Lexington, MA: Lexington Books.
Solomon, M. R., Surprenant, C. F., Czepiel, J. A., & Gutman, E. G. (1985). A Role Theory Perspective on Dyadic Interaction: The Service Encounter. Journal of Marketing, 49(1), 99-111.
Song, Y. T., & Lee, J. H. (2018). The Present Situation and Development Methods of the Communication Industry in China. International Journal of Industrial Distribution & Business, 9(4), 73-82.
Storey, C., & Easingwood, C. J. (1998). The Augmented Service Offering: A Conceptualization and Study of its Impact on New Service Success. Journal of Product Innovation Management, 15(4), 335-351.
Suprenant, C. F., & Solomon, M. R. (1987). Predictability and Personalization in the Service Encounter. Journal of Marketing, 51(2), 86-96.
Wood, L. M. (1996). Added Value: Marketing Basics?. Journal of Marketing Management, 12(8), 735-755.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1988). A Communication and Control Process in the Delivery of Service Quality. Journal of Marketing, 52(2), 35-48.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations