제품의 모듈화가 고객화와 애호도에 미치는 영향
The Effects of Product Modularity on Mass Customization and Customer Loyalty
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Abstract
This study is to identify the roles of modularity in mass customization which influences the customer loyalty. The construct of modularity consists of 3 sub-constructs as follows: variety, facility, quickness. There are 4 hypotheses. H1: The variety of modularity has influence on mass customization positively H2: The facility of modularity has influence on mass customization positively H1: The quickness of modularity has influence on mass customization positively H1: The mass customization has influence on customer loyalty positively As a results of empirical testing, above all hypotheses are accepted, but H2 is marginally accepted in 10% significance level. The implication of this study is that marketer should use variety and quickness of modularity to attain the good perceived mass customization of consumer.
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