상세검색
최근 검색어 전체 삭제
다국어입력
즐겨찾기0
157503.jpg
학술대회자료

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

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.

Abstract

1. Introduction

2. Theory background

3. Hypotheses and Research Model

4. Empirical Analysis

5. Empirical analysis

6. Discussion and Conclusion

References

로딩중