제품의 모듈화가 고객화와 애호도에 미치는 영향

• 영문명: The Effects of Product Modularity on Mass Customization and Customer Loyalty
• 발행기관: 한국상품학회
• 저자명: 이호배(Lee Ho-bae)
• 간행물 정보: 『상품학연구』제32호, 249~276쪽, 전체 28쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2004.08.01

영문 초록

This study is to identify the roles of modularity in mass customization which influences the customer loyalty. The construct of modularity consists of 3 sub-constructs as follows: variety, facility, quickness. There are 4 hypotheses. H1 : The variety of modularity has influence on mass customization positively H2 : The facility of modularity has influence on mass customization positively H1 : The quickness of modularity has influence on mass customization positively H1 : The mass customization has influence on customer loyalty positively As a results of empirical testing, above all hypotheses are accepted, but H2 is marginally accepted in 10% significance level. The implication of this study is that marketer should use variety and quickness of modularity to attain the good perceived mass customization of consumer.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 실증분석

Ⅵ. 결론

참고문헌

부록(설문항목)

Summary