통신서비스산업에서 가족단위의 고객경험 및 전략적 가치 연구

Abstract

This paper aims to apply the family life cycle(FLC) theory in order to promote an accurate understanding of residential customers and their experiences in the ICT service industry. Through in-depth review of the literature, the home market segments and their definitions were studied based on the FLC theory. Next, the appropriate family life cycle model was built to explore each home market segment for the ICT industry. The specific customer experiences and values were collected and analysed by applying three different qualitative research methods including Photo Diary, Home Visiting and In-depth Interview. As a result, nine core values that residential customers highly value are investigated in their daily lives, which enables to make some strategic implications that can be used for home marketing and customer service.