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스마트폰 구매결정 요인이 고객만족에 미치는 영향 : 연령과 성별 조절 효과 분석
Influence of Determinants of Smartphone Purchasing on Customer Satisfaction : Moderating Effects of Age and Gender 원문보기

Journal of Korean Society of Industrial and Systems Engineering = 한국산업경영시스템학회지, v.40 no.1, 2017년, pp.22 - 34  

이중배 (한양대학교 일반대학원 경영컨설팅학과) ,  백동현 (한양대학교 경상대학 경영학부)

Abstract ▼ AI-Helper 아이콘AI-Helper

The purpose of this study is to investigate the influence of determinants of Smartphone purchasing such as A/S, brand, H/W, switching cost, design on customer satisfaction and verify the accordance of the results of existing researches and our research with customers' actual experience. The study al...

주제어

#Purchasing Determinants   #Customer Satisfaction   #Moderating Effect   #Smartphone  

질의응답

핵심어 질문 논문에서 추출한 답변
많은 스마트폰 제조업체와 이동통신사들이 소비자 만족향상을 위해 노력하는 이유는? 많은 스마트폰 제조업체와 이동통신사들은 소비자 만족 향상의 필요성을 인식하고 차별화를 진행하고 있다. 만족한 고객은 재구매율이 높고 긍정적인 구전과 높은 고객 충성도를 보여 기업의 수익력 향상에 기여를 하고 있기 때문이다. 매우 만족이라고 응답한 고객은 만족이라고 응답한 고객과 비교하여 재구매 의사가 6배 높았다는 연구 결과가 있다[15].
한국인의 스마트폰 사용 현황은? 한국의 스마트폰 보급률은 2016년 3월 기준으로 전년대비 8% 포인트 증가한 91%로 싱가폴, 아랍에미레이트와 함께 세계 1위에 위치하고 있다[10]. Korea Internet & Security Agency[28]의 조사에 따르면 한국인의 평균 스마트폰 사용시간은 하루 평균 1시간 46분이고 48개의 앱을 사용하고, 모바일 인터넷의 사용자의 80.8%가 SNS를 이용하고 있다. 그렇지만 시장은 포화되어 제조업체 간, 이동통신사 간 경쟁이 치열하게 전개되고 있다.
이동통신사가 신규 고객 유치 한계를 겪는 원인은? 또한 지문인식, 홍채인식 등의 첨단기술을 활용하는 업체도 늘고 있다. 이동통신사는 제품이 성숙단계의 진입과 시장의 포화상태로 인하여 신규 고객 유치 한계에 따른 다양한 이벤트와 요금제 등의 마케팅 활동을 통해 교체수요와 통신사의 이동 확대를 추구하고 있다.
질의응답 정보가 도움이 되었나요?

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