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제품의 모듈화가 고객화와 애호도에 미치는 영향The Effects of Product Modularity on Mass Customization and Customer Loyalty
- Other Titles
- The Effects of Product Modularity on Mass Customization and Customer Loyalty
- Authors
- 이호배
- Issue Date
- 2004
- Publisher
- 한국상품학회
- Citation
- 상품학연구, no.31, pp.1 - 23
- Journal Title
- 상품학연구
- Number
- 31
- Start Page
- 1
- End Page
- 23
- ISSN
- 1226-6132
- Abstract
- 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.
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Related Researcher
- Lee, Ho bae
- Business Administration (Business Administration)