An Empirical Study on the Nonlinear Relationship between Product Modularity Strategy and Customer Satisfaction

• 발행기관: 한국유통과학회
• 저자명: Sunil Hwang Eung Kyo Suh
• 간행물 정보: 『한국유통과학회 학술대회 논문집』2017년 동계 국제학술대회, 325~328쪽, 전체 4쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2017.12.27

영문 초록

To meet the needs of various customers in an uncertain market environment, many companies use product modularization strategies. Modularization of a product means that one product consists of several components and that the type of product can be changed according to the combination of components. There are many prior studies that modularization of such products positively affects the operational performance (manufacturing cost, fast delivery, etc.) and innovation of the product. However, excessive modularization has been found to have a negative effect on this performance. Supplementing these academically insufficient parts is very necessary when considering the current market environment. In order to make up for the shortcomings of academic research in Korea, this study collects data through questionnaires in electronic, auto, and defense industry. based on lots of previous studies and information overload theory, we made two hypothesis and verify with empirical analysis. As a result of the study, modularization of products showed positive relationship with customer satisfaction to a certain level. However, it has been found that when the modularization is over and beyond a certain level, there is a negative relationship with customer satisfaction. Excessive modularization of products can have a negative impact on customer satisfaction. Therefore, it is important for companies to apply appropriate modularity to product design.

목차

Abstract

1. Introduction

2. Theory background

3. Hypotheses and Research Model

4. Empirical Analysis

5. Empirical analysis

6. Discussion and Conclusion

References

키워드

Product Modularity Strategy Customer Satisfaction Non liner Relationship