Expectations measurements in mobile data service: a case study

Authors:
Ki Young Kim;Deok Kyun Yun;Dong Yool Kim
Affiliations:
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
Venue:
International Journal of Mobile Communications
Year:
2009

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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.