Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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An Analysis of Potential Customer Satisfaction Improvement Index of Smart Phone by Usage Characteristics

스마트폰 사용 특성별 잠재적 고객만족 개선지수 분석

  • Hong, Jung-Sik (Dept. of Industrial and Systems Engineering, Seoul National University of Science and Technology) ;
  • Lee, Sang Cheon (Dept. of Industrial and Systems Engineering/ERI, GyeongSang National University) ;
  • Park, Jong Hun (Business School, Daegu Catholic University)
  • 홍정식 (서울과학기술대학교 글로벌융합산업공학과) ;
  • 이상천 (경상대학교 산업시스템공학부/공학연구원) ;
  • 박종훈 (대구가톨릭대학교 경영학부)
  • Received : 2020.04.21
  • Accepted : 2020.05.21
  • Published : 2020.06.30
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Abstract

This paper is a follow up to the previous study which reveals that smartphone users are divided into three subcategories according to their usage characteristics. In this paper, these groups are called as 'general', 'entertainment', and 'work-assistant', taking into account their respective characteristics. The 'general' is a group whose smartphone usage characteristics are not focused on a specific purpose, the 'entertainment' is focused on music, internet, SNS, picture, and e-banking, and the 'work-assistant' is on work, GPS, diary. Inter-relation between the importance and satisfaction for the purchase determinants to the groups is investigated. In addition, Kano analysis of quality attributes is also performed, which includes quality type, satisfaction/dissatisfaction index, and PCSI (Potential Customer Satisfaction Improvement) index. The analysis result are as follows. Firstly, inter-relation between importance and satisfaction differs by user group. 'Internet', 'Ease of use', and 'Performance' purchase determinants are evaluated as competitive determinants in 'work-assistant' user group. Secondly Kano quality types of quality characteristics also differs by user group. 'Application' was classified as an attractive (A) types to 'entertainment' group and so on. 'Internet' 'Failure/Bug', 'Touch response rate' and 'Charging' are located in 'Nice' Region of S-PCSI Diagram and have to be considered as strategic quality characteristics. The results of this study is expected to give some helps in establishing a customer tailored quality strategy.

Keywords

References

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