Sources of the Customer Switching in the Korean Mobile Telecommunications Market: Transitions from Second to Third Generation Service

作者：Kim Myoung Soo^*; Choi Myeonggil

来源：Information-An International Interdisciplinary Journal, 2011, 14(4): 1121-1136.

• 2G
• 3G
• CDMA
• WCDMA
• Customer churn
• Customer retention

Recently, the Korean mobile telecommunications market is entered a transitional phase from the second generation (2G) to the third (30) generation service. In this environment, Korean mobile carriers must compete fiercely to attract new customers and retain their own customers in a highly competitive market. Therefore, customer churning and retention management are becoming highly important issues.
In this study, the determinants of customer switching from the 20 (CDMA) to 3G (WCDMA) service are determined through two analyses using user survey data from 700 CDMA users. The first analysis is a churning model analysis which uses the total sample set. The results indicate that the service attributes of WCDMA, such as its calling plans, call quality, and subsidies are the factors that impact customer churn from CDMA to WCDMA service as provided by competitors of the current CDMA service provider. The second analysis is a mobile carrier-specific analysis that analyzes the factors that affect the circumstances under which customers switch to WCDMA service as offered by the current mobile carrier. This study found differences in the sources of up-selling depending on the mobile service provider.

• 出版日期2011-4