Customer Satisfaction Index Measurement and Importance-Performance Analysis for Improvement of the Mobile RFID Services in Korea

Mobile RFID Services will make us recognize the identification code of all kinds of items in which people are interested with the RFID Reader built into a cellular phone. They will also make us search for more detailed information through the mobile internet network. Recently, in Korea, a variety of mobile RFID services are being piloted, and their commercial roll-out is likely to be imminent. The goal of this study is to propose, ahead of the commercial launch of mobile RFID services, a customer satisfaction index model for this service category, and measure customer satisfaction index, so as to derive practical implications for their providers, and pointers related to service improvement. A web survey was conducted on Korean mobile phone subscribers having participated in a mobile RFID pilot program. Using the results of this survey, we tested the customer satisfaction index model we proposed and its hypotheses, by employing a PLS (Partial Least Squares)-based on structural equation modeling technique, and calculated the index. We further conducted an Importance-Performance analysis, to provide implications that may be useful for improving the quality of mobile RFID services.