한국 이동통신사에 대한 브랜드 및 기업이미지, 고객체험이 중국소비자의 구매의도에 미치는 영향

Abstract

The Telecoms in Korea have already been in a saturated stage in these years. Hence, how to open up a new market and how to keep the current customers become the main marketing strategy for those Korea Telecoms. Previously, the main competition of the Telecoms only focused on the quality of the communication, cheaper price, and more discount when you bought mobile phones. However, in recent years, with the rapid development of mobile communication technology, the emergence of smart phones greatly increased the favor of the customer for additional phone services and mobile phone brands. Hence, the competition among enterprises had become a brand image competition, a corporate image competition and a service experience competition. In this situation, operators must realize the importance of image and service in order to increasing more market share, more competitiveness, and further estimated the image and the status quo for developing the right image and services of development strategy. And then, trying to shape their own unique brand image, corporate image and service experience and thereupon to seize the initiative in the competition. In this paper, we adopted the Telecoms in Korea where had 1.4 million of foreign people to be our background. First of all, we introduced the process of the development of the mobile market in Korea and the current market development. Second, we used the data from the previous domestic, foreign researches and selected the factors of brand image, corporate image, the definition of the customer experience and revised them to put into our study. Based on the results from empirical analysis, the brand image, corporate image and customer experience were found to be positively related to customer purchase intentions. And then we also put the factor of Korea Telecoms convenience to be the moderating factor which showed the factors of brand image, corporate image and customer experience also had positively related on purchase intention.