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Development of dental services markets segmentation and strategy by use of conjoint analysis

컨조인트 분석을 이용한 치과 의료서비스 시장 세분화와 전략 개발

  • Received : 2010.06.23
  • Accepted : 2010.07.28
  • Published : 2010.09.30

Abstract

Objectives : This study is purposed to segment dental service markets with reflecting customer's preference and to suggest some marketing strategies applied to each segmented market. Methods : The customer's data collected from a series of online survey comprise such factors as expertise of dentist, courtesy, clinic size, equipment, price and distance, including some socio-demographics. A conjoint analysis and a clustering analysis with estimated coefficients were performed to find out some dental market segments for three dental service types such as dental caries, esthetic treatments and dental implants. Results : Three or four market segments for each dental service type are derived from the analysis, and subsequently market characteristics for each derived segment are explored. Furthermore, some dental marketing strategies for each segment are suggested for better management. Conclusion : A conventional way of developing dental marketing strategies can be improved, while specific customer's preference are responded.

Keywords

Market segmentation;Conjoint analysis;Customer's preference;Dental market strategy

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