• The Journal of the Korea Contents Association
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• v.20 no.4
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• pp.508-517
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• 2020

Servitization presents an innovative model to create business value in the automotive industries. This study set out to introduce a servitization model based on the rental business of the tire industry and identify determinants to affect the renewal of contracts around the service types of servitization and the characteristics of customers. Independent variables include the service types, demographics and regions, and inflow channels in 163,742 contracts by case companies in the nation in 2016~2019 with the renewal of contracts as a dependent variable. Correlations between variables were analyzed through cross-tabulation and binary logistic regression analysis. The findings show that the contract renewal rate had positive(+) relations with customized service and negative(-) ones with vehicle maintenance service. There were differences in the contract renewal rate according to such customer characteristics as gender and region, but no clear correlations were found in the age group and vehicle type(domestic/foreign). Of the inflow channels, offline channels tended to have a higher renewal rate than online channels. At open malls, contract renewal increased by 8.4 times due to contract switches at offline channels. Based on these findings, the study discussed directions for practical strategies with regard to the development of new service, implementation of customer-centric servitization, and management of sales channels according to the servitization of manufacturers.

• The Journal of the Korea Contents Association
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• v.15 no.4
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• pp.122-138
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• 2015

This research examines factors affecting behavioral intention to use integrated platform (IP), which is one of the business models regarding paid digital contents, based on extended United Theory of Acceptance and Use of Technology (UTAUT2). IP is a service which is designed to make digital content charged. It combines digitalized format of newspaper, premium news or behind news, and additional information. The results of this paper show that effort expectancy, social influence and hedonic motivation have positive relationship with behavioral intention to use IP (BI). Satisfaction with newspaper shows negative relationship with BI, which means that newspaper and IP can be replaced with each other. Newspaper subscribers tend to have higher BI than non-subscribers. Performance expectancy, gender, age, and satisfaction with website do not have significant effect on BI.