Korea’s wireless telecommunication service market has grown rapidly lowering its customer’s initial switching barriers. Looking inwards, however, this trend of development has been made by bloody competitions among the undertakers to procure customers, which has brought on side-effects of keeping customer acquisition costs high, weakening customer loyalty toward certain service providers, which has ended up with service switching.
Researches have been made over winning customer’s fidelity from the customer satisfaction perspective, which have recently shown efforts of building a combined model of customer satisfaction and switching barriers.
This research is from the switching barriers perspective, which means the service providers with timely marketing strategy prosper, keeping everlasting good relationship with the customers, and maintaining their customers’ fidelity. Considering the competing undertakers and customers, a marketing strategy is traditionally categorized into four detailed parts. My study is on their properties and mutual mobility, and on service providers’ inner competence to perform the strategies timely. Lastly, I look into what kinds of strategies have been tried upon wireless telecommunication service area
