Data were collected through a survey which used a seven-level Likert-type scale and which targeted customers in the Korean mobile telecommunications market. Pilot surveys were conducted prior to the implementation of the actual survey in order to make sure that questions are easily understood by survey participants and to make revisions where necessary. Moreover, the survey was sent to an expert to further improve the clarity of the questionnaires. After the final revision, the survey was sent to be carried out by one of the largest professional market-research companies in South Korea through online survey. The online surveys were distributed to a total of 2296 samples of which 1124 samples participated. SPSS 18 was used to analyze basic statistical analyses, factor analyses, and reliability tests and AMOS 20 was used for structural equation model (SEM) analyses.