Conjoint analysis for IPTV service

Jiwoong Song; Taewon Jang; So Young Sohn

doi:10.1016/j.eswa.2008.11.016

Conjoint analysis for IPTV service

Jiwoong Song, Taewon Jang, So Young Sohn

Department of Industrial Engineering

Research output: Contribution to journal › Article › peer-review

26 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 language	English
Pages (from-to)	7860-7864
Number of pages	5
Journal	Expert Systems with Applications
Volume	36
Issue number	4
DOIs	https://doi.org/10.1016/j.eswa.2008.11.016
Publication status	Published - 2009 May

All Science Journal Classification (ASJC) codes

Engineering(all)
Computer Science Applications
Artificial Intelligence

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10.1016/j.eswa.2008.11.016

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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.",

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