A literature review on mobile service marketing in Korea

Article

Kim, C., Jun, M., Kim, M., Han, J. and Koo, J. 2011. A literature review on mobile service marketing in Korea. Services Marketing Journal. 4 (1), pp. 53-73.
TypeArticle
TitleA literature review on mobile service marketing in Korea
AuthorsKim, C., Jun, M., Kim, M., Han, J. and Koo, J.
Abstract

This study provides an overview of research papers that have been published in major journals in Korea with regard to mobile service during between 1988 and 2011. These research articles were categorized into six subject areas based on main focus of research. These six categories were brand strategy, customer satisfaction, sustainable usage factor, integrated marketing communication, mobile environment, and government regulatory policy and customer problem. Each subject category represents how Korean mobile service industry has developed.
This study also proposes future research directions with regard to mobile service in terms of (1) smart phone service and mobile environment for the fourth generation (2) the effect of mobile service on customer quality of life (3) customer motivation and value pursuing, and (4) extension of the research range. This study has contributions in that this study is the first attempt to review research on mobile service and propose future research directions.

Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherService Marketing Association
JournalServices Marketing Journal
ISSN2005-3207
Publication dates
Print2011
Publication process dates
Deposited01 Nov 2023
Output statusPublished
LanguageKorean
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