부산대학교 도서관

The purpose of this study is to understand mobile user behavior for collaboration services, especially financial services, offered by mobile carriers in Japan. Mobile phone market in Japan remains highly competitive, mobile carriers are focusing on introducing various types of collaboration services other than mobile services. In recent years, loyalty programs based on collaboration services has become an important decision-making factor in mobile carrier choice behavior. This is because loyalty programs are increasingly allowing users to directly use the reward points they have earned as electronic money to purchase various products and other goods, and users can choose the loyalty program that best suits their lifestyle and benefits. With the spread of smartphones, telecommunication services and financial services are increasingly collaborating, and loyalty program is becoming important tool for retaining users. Using survey data, we analyze and evaluate the impact of financial services on the preferences of mobile carriers. The results showed that financial services were effective in retaining users.