The Relationship between IMC, Service Quality, Brand Image, Brand Trust, Customer Satisfaction, and Reuse Intention in Mobile Telecommunication Service

• 姜, 京守

Bibliographic Information

Other Title

• IMC活動とサービス品質がマーケティング成果に及ぼす影響に関する実証研究
• IMC カツドウ ト サービス ヒンシツ ガ マーケティング セイカ ニ オヨボス エイキョウ ニ カンスル ジッショウ ケンキュウ

Abstract

application/pdf

This study aimed to investigate the structural relationship and difference of integrated marketing communication (IMC) activities, service quality, brand image, brand trust, customer satisfaction and reuse intention of Japanese mobile telecommunication users. In doing so, this paper suggested reasonable IMC and service quality strategies. 500 mobile telecommunication users in Japan were surveyed as respondents. The results show that IMC and service quality had a positive influence on brand image, brand image had a positive influence on brand trust and customer satisfaction, and brand trust and customer satisfaction had a positive influence on reuse intention. Discussions and implications are also addressed.

Journal

• 企業研究

  企業研究 (36), 123-146, 2020-02-28

  企業研究所

Keywords

• IMC
• サービス品質
• ブランドイメージ
• ブランド信頼
• 顧客満足
• 再利用意図
• 移動通信サービス
• 構造方程式モデリング（SEM）

Details

• CRID: 1050010293063961344
• NII Article ID: 40022187850
• NII Article ID: 120007192817
• NII Book ID: AA11805664
• ISSN: 13479938
• NDL BIB ID: 030312527
• Web Site: https://chuo-u.repo.nii.ac.jp/records/13808
• Web Site: https://ndlsearch.ndl.go.jp/books/R000000004-I030312527
• Text Lang: ja
• Article Type: departmental bulletin paper
• Data Source:
  • IRDB
  • NDL
  • CiNii Articles
  • KAKEN