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A Study on the MOT of Household Telecommunication Services
Lim, Hyoyeol(임효열),Han, Kyesook(한계숙),Son, Minhee(손민희) 한국마케팅학회AMJ 2009 ASIA MARKETING JOURNAL Vol.11 No.3
With the intensity of competition and the standardization of technical attributes in telecommunications service market increasing, differentiated activity and customer experience in service encounter is regarded as an important means for creating customer value, however, there is a dearth of good literature examining what MOT activity is composed of according to consumption chain, and how service quality of MOT has influenced customer performance. Especially there exist various services across different phase of Product life cycle(PLC) in household telecommunication service market, customer requirement for MOT might depend on whether its phase is introduction-growth stage or maturity-decline stage, the empirical study is completely lacking. This study classified household telecommunication services into two types by PLC, VOIP and IPTV as Introduction-growth stage services, Internet and PSTN as maturity-decline stage service, and investigated whether there exists a gap between service types in how consumer have experienced MOT, what they consider as important and the relative importance of quality dimension how service quality of MOT has influence on consumer performance. The empirical result from 858 participants shows that there is a difference in consumer experience and requirements across different phases of the PLC, tangibles and assurance are regarded as the most important service quality factors which have a positive influence on customer performance (consumer satisfaction, repurchase intention and word of mouth) at the introduction-growth stage, whereas, reliability, empathy and interactivity are at the maturity-decline stage. Finally, managerial implication is made, limitation is clarified and a direction for further studies is suggested.
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결합서비스 설계를 위한 가구기반 통신서비스의 시장세분화에 관한 연구
손민희(Son, Minhee),임효열(Lim, Hyoyeol),한계숙(Han, Kye-sook) 한국상품학회 2009 商品學硏究 Vol.27 No.2
본 연구는 가구기반 통신서비스 전체를 대상으로 한 시장세분화를 수행하여 향후 가정 내 맞춤화된 통신서비스를 설계하는데 시사점을 제공하고자 하였다. 분석은 세단계로 진행되었다. 첫 번째 단계에서는 가구 내 통신서비스 의사결정자를 중심으로 이들의 라이프스타일과 통신서비스에 대한 추구혜택을 규명하고 집단을 구분하였다. 분석결과 라이프스타일 요인에는 ‘혁신성향’, ‘여가성향’, ‘준거집단 관계성향’ 요인이, 통신서비스 추구혜택 요인에는 ‘본질적 혜택추구’, ‘개별·맞춤화 추구’, ‘다양성 추구’요인이 도출되었으며, 이 요인들을 기준으로 군집분석을 수행한 결과 서로 상이한 라이프스타일 및 통신서비스 추구혜택을 보이는 총 6개의 세분 군집으로 구분되었다. 두 번째 단계에서는 세분 집단별 인구통계 특성, 디지털 Device 보유 특성, 통신서비스 가입/이용 특성, 통신서비스 이용의향 특성 등을 분석하여 세분시장별 프로파일로 정리하였다. 가구 통신서비스 세분시장 유형을 각각 ‘활동적 개성추구형’, ‘여가적 편리추구형’, ‘가족중심 소통추구형’, ‘전통적 기본추구형’, ‘사교적 유행추구형’, ‘보수적 무관심형’으로 명명하였다. 세 번째 단계에서는 라이프스타일 및 통신서비스 추구혜택에 기반을 둔 가구 통신서비스 세분화 모델을 통하여 세분시장 유형별 고객의 니즈와 세분시장과 통신서비스 수용의도간의 상호관계를 파악하였다. 본 연구에서 제시된 세분시장을 바탕으로 각 집단별 차별적인 마케팅 전략 수립과 기업자원의 효율적인 선택과 집중에 관한 실무적 활용성에 대해 논의 하였다. The objective of this study is to present a practical implication for telecommunication companies, first by segmenting the market based on the customers' lifestyle__defined by customers' preference, value and requests__ and their sought-after benefits for telecommunication services and also by analyzing the characteristics of each segmented market. The results of this study identified three types of customer lifestyles__innovation oriented, leisure oriented, and relationship oriented__and three types of benefits sought for telecommunication services__basic-need oriented, customization oriented, and variety seeking oriented__and finally classified the market into six segments by comprising the lifestyles and benefits sought for telecommunication services together. The market segments are named according to the demographic characteristics, possessed digital device types, service usage patterns and the willingness to use the service : active stylist, aesthetic comfort-seeker, family-centered communicator, traditional minimalist, social trend-follower, and conservative no-interest-er. This study identified the difference among the market segments in their needs and the likeliness to take up telecommunication services. This study provides a guideline for choosing a target market and also for establishing a different strategy for each segment by considering its characteristics.
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