The importance of perceived quality and brand loyalty is increasing recently both domestic and foreign. So many papers perform research on service quality and brand loyalty. Today, there is the rapid growth in the Korean mobile telecommunications service market. But mobile telecommunications service companies don't pay full attention to customers' attitude and brand loyalty. This paper shows why Korean mobile telecommunications service companies have to focus on Brand Loyalty. This paper investigates the relationship among perceived quality, attitude and brand loyalty in the area of mobile telecommunications service.

Abstract
 1. 서론
  1.1 연구배경
  1.2 연구목적
 2. 이론적 배경
  2.1 MBTI
  2.2 MBTI의 내용
  2.3. 서비스품질의 구성요인
 3. 연구모형 및 가설
  3.1 연구 모형
  3.2 연구 가설
 4. 분석 결과
  4.1 자료 수집
  4.2 요인분석
  4.3 신뢰도 분석
  4.4 회귀 분석
 5. 결론 및 향후방향
  5.1 결론
  5.2 향후 방향
 6. 참고문헌

• 송상민 | Sang-Min Song
• 조재립 | Jai-Rip Cho