· [1] 박민수 외. (2008). “통신서비스 시장 현황과 전망,” 정보통신정책연구원 연구보고.
· [2] 안재현 외. (2002). “정보통신서비스의 실패 요인,” 한국경영과학회, 한국경영과학회지 제27권 제3호, pp. 115 -134 (20pages).
· [3] 이문규, 김종배, 이인구 (1998). “서비스 포지셔닝 전략에 관한 연구,” 한국경영학회, 제27권, 제1호.
· [4] 최계영 외. (2001). “정보통신산업 중장기 시장전망(2001~2005),” 정보통신정책연구원 연구보고, pp. 01-04.
· [5] 최은실, 여정성 (2002). “이동전화 서비스의 효용과 비용요인에 따른 소비자유형 연구,” 소비자학연구, 제 13권 제 3호.
· [6] Antresa D. Athanassopoulos and Anastasios Iliakopoulos (2003). “Modeling Customer Satisfaction in Telecommunication: Assessing The Effects of Multiple Transaction Point on The Perceived Overall Performance of The Provider,” Production and Operations M
· [7] Athanassopoulos, A. D. (2000), “Customer Satisfaction Cues to Support Market Segmentation and Explain Switching Behavior,” Journal of Business Research, 47, 3, pp191–207.
· [8] Boulding, W., A. Kalra, R. Staelin, and V. A. Zeithaml (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,” Journal of Marketing Research, 30, February, pp7–27.
· [9] Bruce C. Skaggs and Mark Youndt (2004). “Strategic Positioning, Human Capital, and Performance in Service Organizations: A customer Interaction Approach,” Strategic Management Journal, pp. 85.
· [10] Friedman, Margaret L. (1991). “Positioning Strategies for Differential Advantage,” in Carole A. Congram and Margaret L. Friedman(eds.), The AMA Handbook Of Marketing for the Service Industries, Amacom: New York.
· [11] G. Lynn Shostack (1987). “Service Positioning Through Structural Change,” Journal of Marketing, Vol. 51, pp. 34-43.
· [12] Gronroos, C. (1990), “Service Management and Marketing: Managing the Moments of Truth in Service Competition,” Lexington Books, Lexington, MA.
· [13] Heskett JL (1986). “Managing in the Service Economy,” Harvard Business School.
· [14] Jamie Burton and Christopher Easingwood (2005). “A Positioning Typology of Consumers’ Perceptions of The Benefits Offered by Successful Service Brands,” Journal of Retailing and Consumer Services 13, pp. 301-316
· [15] Kim, C. and Mauborgne, R. (2000). “Knowing a Winning Business Idea when you see one,” Havard Business Review September-October, pp. 129-138.
· [16] Kotler, P. (2000). “Marketing Management: Millenium edition,” Prentice-Hall.
· [17] Normann R. (1984). “Service Management: Strategy and Leadership in Service Businesses,” Wiley: Chichester, U.K.
· [18] Maister DH, Lovelock CH. (1982). “Managing facilitator services,” Sloan Management Review,pp197-221.
· [19] Mills PK, Morris JH. (1986). “Clients as ‘partial’ employees of service organizations: role development in client participation,” Academy of Management Review,pp.726-735.
· [20] Parasuraman, A, Valarie A. Zeithaml, and Leonard L. Berry (1988). “SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, pp.12-40.
· [21] Parasuraman, A. and D. Grewal (2000), “Serving Customers and Consumers Effectively in the Twenty-First Century: A Conceptual Framework and Overview,” Journal of the Academy of Marketing Science, 28, 1,pp9–16.
· [22] Porter ME. (1980). “Competitive Strategy: Techniques for Analyzing Industries and Competitors,” Free Press: New York.
· [23] Reichheld, F. and W. E. Sasser, JR. (1990), “Zero Defections: Quality Comes to Services,” Harvard Business Review, 68, September/October, pp105–111.
· [24] Richins, M. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing,47, Winter, pp68–78.
· [25] Ries, Al and Jack Trout (1981). “Positioning,” McGrawHill: New York.
· [26] Shostack GL. (1987). “Service positioning through structural change,” Journal of Marketing, pp.34-43.
· [27] Signh, J. (1988), “Consumer Complaint Intentions and Behavior: Definitional and Taxinomical Issues,” Journal of Marketing, 52, January,pp 93–107.
· [28] Stavros P. Kalafstis and Markos H. Tsogas and Charles Blankson (2000). “Positioning Strategies in Business Markets,” Journal of Business & Industrial Marketing, Vol. 15, No. 6, pp. 416-437.
· [29] Trout, Jack and Al Ries (1972a). “The Positioning Era Cometh,” Advertising Age, April, 24.
· [30] Trout, Jack and Al Ries (1972b). “Positioning Cuts Through Chaos in Marketplace,” Advertising Age, May, 1.
· [31] Trout, Jack and Al Ries (1972c). “How to Position Your Product,” Advertising Age, May, 24.
· [32] Upah GD. (1980). “Mass marketing in service retailing: a review and synthesis of major method,” Journal of Retailing,pp18-28
· [33] Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing, 52, July, pp2–22.