멀티플렉스 서비스 속성에 대한 소비자 선호에 관한 연구

A Study of Consumer Preference on Multiplex Service Attributes

&nbsp;&nbsp;Today delivering value and satisfaction that consumer expects is the core marketing concept. When delivering the value which the customer expects to customer well, customer gets satisfaction and company can attract new customer. Only the company which is satisfied the customer can retain customer and get customer loyalty. Customer wants high quality product and service and customer&quot;s needs are various and change darmatically. Therefore company should understand customer needs for customer satisfaction. And company should deal with change of customer needs.<BR>&nbsp;&nbsp;Multiplex industry has developed rapidly in Korea. Now multiplex industry is the face of fierce competition and it will be reached to a saturated state soon. So multiplex should develop high quality service and improve existing service. Then multiplex can satisfy customer needs efficiently and effcetively more than competitor.<BR>&nbsp;&nbsp;The purpose of this study is to find out what attributes customer think are most important in selectiong multiplex and to estimate the preference of consumer for multiplex. This study was performed by traditional conjoint analysis model using SPSS 12.0 program. The data was collected from 220 samples in Seoul, Gyeonggi and Incheon.<BR>&nbsp;&nbsp;This study finds out the most importnat attributes in selecting multiplex and evaluates the relative importance of attributes.<BR>&nbsp;&nbsp;The results indicate that distance to multiplex, comfortable seat, VIP membership service, discount card and convenience for public transportation are important attributes for customer&quot;s choice of multiplex.<BR>&nbsp;&nbsp;Also Segmentation was executed using demographic variables: Sex, age, job and residential district. The character of each segmented group and menningful results are identified.