Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics

Moon Koo Kim, Siew Fan Wong, Younghoon Chang, Jong Hyun Park

Research output: Journal PublicationArticlepeer-review

77 Citations (Scopus)


Since the Korean smartphone market has reached a saturation state, device manufacturing companies are re-focusing their resources and capabilities to enhance customer loyalty in order to retain existing customers and attract new customers. However, there are only few previous studies on customer loyalty of smartphones. The purposes of this study are to examine the effect of customer satisfaction and switching barriers on customer loyalty, and evaluate the moderating effects of usage characteristics in the Korean smartphone market. To test the research model, we collected data from 700 smartphone users via a face-to-face survey method. The results show that customer satisfaction and switching barriers (alternative attractiveness and switching cost) have significant impacts on customer loyalty. The device features (functions, usability, and design) and corporate factors (customer support and corporate image) significantly influence customer satisfaction. Usage characteristics (relationship length and usage experience) moderate some of the links in the research model.

Original languageEnglish
Pages (from-to)936-949
Number of pages14
JournalTelematics and Informatics
Issue number4
Publication statusPublished - 1 Nov 2016
Externally publishedYes


  • Customer loyalty
  • Customer satisfaction
  • Market saturation
  • Smartphone
  • Switching barriers
  • Usage characteristics

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Electrical and Electronic Engineering


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