Conjoint analysis for IPTV service

Jiwoong Song, Taewon Jang, So Young Sohn

Research output: Contribution to journalArticle

25 Citations (Scopus)

Abstract

Given the upcoming introduction of IPTV service in Korea, it is necessary to develop business models and marketing strategies to improve customer satisfaction and succeed in market competition. We use conjoint analysis to estimate customer preferences and the relative importance of service factors. Based on results from total customers' and clustered customers' service preferences, we propose marketing strategies for service providers.

Original languageEnglish
Pages (from-to)7860-7864
Number of pages5
JournalExpert Systems with Applications
Volume36
Issue number4
DOIs
Publication statusPublished - 2009 May

All Science Journal Classification (ASJC) codes

  • Engineering(all)
  • Computer Science Applications
  • Artificial Intelligence

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