이동통신 시장의 시장세분화와 세분시장 수준의 고객 충성도 분석 = Market Segmentation of Korean Mobile Communication Market and Strategy for Increasing Royalty in each Segment

다국어 초록 (Multilingual Abstract)

In this exploratory study, the new approach for segmentation strategy in mobile communication industry is proposed through reviewing the existing study about market segmentation. In the new circumstance, data service is more important competitive factor than voice service. So we can expect the segmentation criteria will be changed to obtain the customer loyalty in the mobile industry. The data service quality is the most critical factor influencing the customer loyalty in the new data based competing circumstance. In the existing study, customers who are sensitive to data service quality show lower loyalty compare to those who are not sensitive to data service quality. However, in the segmentation market level, this theory derived from the total market level does not work as it worked in the past. First, we were tried to find the critical segmentation criteria derive from the study executed for market segmentation and classified these criteria into some categories. Also, in this study we were tried to know whether the categories for segmentation verified from the existing study can be applied to Korean mobile communication market. The various segments are derived from the empirical analysis classified to price based ones and non price based ones. Also the profiles of segments are testified using the various variables like price sensitivity, store loyalty, amount of money, customer royalty. Finally, we were going to find out the competitive strategies for major companies in Korean Market by analysing price sensitivity and customer royalty of each segment. Finally We find out that price and amount of data usage are the key factor deciding the customer royalty of each segment. In this study, critical segments that make new cash cow in the data oriented circumstance proposed to provide new the strategy can lead the participants of korea mobile communication market.

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