Mobile phone market, a market of the device leading the digital convergence as well as positioning itself as one of the national growth driving industry and as a daily necessity, is led globally by companies that have been actively responding to changes in the so-called Smart Revolution environment. Lately, however, the Smart Phone market is prospected to move from growth phase to mature phase by the scholars. In order for a company to proactively respond to the change in such market condition, it is imperative that they ensure absolute advantage in customer loyalty over their competitors by revolutionising the after-sales service(A/S) quality that will lead to service satisfaction.
This study aims to configure what dimensions make up for mobile phone A/S quality, and how this quality affects customer satisfaction and loyalty as well as proposing directions for A/S quality improvement by identifying them case by case to see what dimensions have more impact on customer satisfaction.
The summary of empirical analysis results obtained through A/S quality study model design and hypothesis settings are as follows:
First, human quality(attitude and expertise, problem-solvability), environment quality(handling agility, convenience and comfort) and service policy quality(quality guarantee, additional service operation) were shown as dimensions that make up for A/S quality, and in particular, the identification of the service policy quality dimension as A/S quality configuration factor and quality guarantee/additional service operation as underlying factors suggested scalability of future A/S quality factor study.
Also, as a result of consumer-evaluated level using the 7 point measurement of Likert scale, A/S quality level showed human quality (average 5.46), environmental quality(average 5.06), service policy quality (average 4.61) by order. This presents over 5% improvement tendency compared to the results done in the 2nd advanced research(2010), yet the service policy quality displays lower level compared to other dimension, hence suggesting that an improvement be pursued urgently. Especially, as for the additional service operation?under service policy quality?it is required to induce consumer usage activation by revising & upgrading mobile phone self-diagnose program for consumers to deal with device problem themselves without having to visit a service center.

Second, as a result of causality verification between A/S satisfaction and customer loyalty, A/S quality dimension(human quality, environment quality, service policy quality) showed a significant positive influence on service satisfaction, the largest human quality ß coefficient value among the variables that affect service satisfaction, followed by service policy quality and environment quality. A/S satisfaction was shown to have significant positive influence on customer loyalty as well. As for causality among A/S quality dimensions, customer satisfaction and loyalty, A/S satisfaction played partial mediation role, but on the other hand, played full mediation role between environment quality and customer loyalty. This signifies that if A/S quality is reformed, A/S satisfaction will improve and furthermore, customer loyalty will also increase.

Third, as a result of stratified-by-type consumer group analysis to compare the influence of A/S satisfaction on A/S quality dimension within the group, individual quality had more influence on free A/S than the environment quality and service policy quality. In the case of charged A/S, regression coefficients showed in order of individual quality, service policy quality and environment quality but without significant difference. Withal, in the case of the group of people that had less than 6 months of A/S experience, the human quality showed to have relatively higher influence than that of the environment quality and service policy quality, however, in the case of the group of people with more than 6 months of the service experience the human quality had higher influence than that of the environment quality but had no significant difference from the service policy quality. The more time elapsed after the service, in particular, the less significant the environment quality was on A/S satisfaction. This implies that the influence of the environment quality dimension on A/S gets lower as time elapses. Therefore, the influence of A/S quality dimension on A/S satisfaction?by service category?was figured to have difference.

With the empirical contents in this study, the following conclusions are proposed for future A/S quality improvement.
First, as the human quality dimension has relatively higher influence on A/S satisfaction, it is required to solve the product problem completely on the consumers’ first visit and prevent them from re-visiting the service centre with same/similar problem by continually educating the service center employees with character/conduct as well as technical training of the product.

Second, although not as significant, the service policy quality has higher influence on consumers that charge for A/S than that of consumers with warranty, and because of the fact that compared to other quality dimensions its influence increases as the served time elapses, an active pursuing of a more reasonable quality assurance policy operation regarding the service policy quality and additional service operation policy that will allow consumers to receive the needed service without visiting the service center is required.