Title: Expectations measurements in mobile data service: a case study

Authors: Ki Young Kim, Deok Kyun Yun, Dong Yool Kim

Addresses: Department of Industrial Engineering, Hanyang University, 17 Haengdang-dong, Seongdong-gu, Seoul 133 791, South Korea. ' Department of Industrial Engineering, Hanyang University, 17 Haengdang-dong, Seongdong-gu, Seoul 133 791, South Korea. ' Mobile Contents Team, LG Telecom Handset/Data Business Division, 17th Fl. ING Tower 679-4 Yoksam1-dong, Gangnam-gu, Seoul 135 977, South Korea

Abstract: Mobile telecommunication companies in Korea provide numerous mobile data service. However, efforts to improve customer satisfaction of mobile data service through customers| expectations measurements based customers| requirements are insufficient. In this article, we collected Voice Of Customer (VOC) through Focused Group Interview and converted the VOC data in relation to the quality attributes of eight major mobile data services. To determine the quality attributes, a Quality Function Deployment framework was applied. Finally, we measured customer expectation level of key quality attributes that affect customers| satisfaction by psychophysics experiments, usability tests, benchmarking and questionnaire.

Keywords: customer expectations; customer satisfaction; Korea; measurement; mobile communications; mobile data services; psychophysics; quality attributes; QFD; quality function deployment; service quality; usability test; m-services.

DOI: 10.1504/IJMC.2009.021674

International Journal of Mobile Communications, 2009 Vol.7 No.1, pp.91 - 116

Published online: 30 Nov 2008 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article