Conjoint analysis for IPTV service |
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| Authors: | Jiwoong Song Taewon Jang So Young Sohn |
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| Affiliation: | 1. CICYTEX, Instituto de investigaciones agrarias Finca “La Orden-Valdesequera”, Junta de Extremadura. A5 km 372, 06187 Guadajira, Spain;2. Faculty of Agriculture, University of Extremadura, Ctra. Cáceres s/n, 06071 Badajoz, Spain |
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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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| Keywords: | IPTV Conjoint analysis Customer’s preference |
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