Key Factors Influencing Customer Satisfaction in Korea’s Mobile Service Sector

Advances in wireless technology have expanded the existing internet environment and accelerated the rapid development of mobile service. Many previous studies were conducted on users’ needs and satisfaction prior to the expansion of the mobile service. JIBC December 2013, Vol. 18, No. 3 2 Thus, the impact of mobile service factors on user satisfaction has important implications for both academics and practitioners. This study investigates the factors affecting user satisfaction related to mobile service. First, this study extracts key factors (antecedents and consequences) from reviewing the previous studies. Second, the study empirically examines the causal relationships among the factors. Data collected from 256 users in Korea were tested for the research model using the Visual PLS approach. The results reveal that the proposed model is significantly supported in the effect of perceived quality and self-efficacy on customer satisfaction via perceived ease of use and usefulness.