스마트폰 사용 특성별 잠재적 고객만족 개선지수 분석

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.