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.
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구설계
Ⅳ. 실증분석
Ⅵ. 결론
참고문헌
부록(설문항목)
Summary
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