Conjoint analysis for IPTV service

Authors:
Jiwoong Song;Taewon Jang;So Young Sohn
Affiliations:
Dept of Information and Industrial Engineering, Yonsei University, Shinchondong 134, Seoul, Republic of Korea;Dept of Information and Industrial Engineering, Yonsei University, Shinchondong 134, Seoul, Republic of Korea;Dept of Information and Industrial Engineering, Yonsei University, Shinchondong 134, Seoul, Republic of Korea
Venue:
Expert Systems with Applications: An International Journal
Year:
2009

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Abstract

Given the upcoming introduction of IPTV service in Korea, it is necessary to develop business models and marketing strategies to improve customer satisfaction and succeed in market competition. We use conjoint analysis to estimate customer preferences and the relative importance of service factors. Based on results from total customers' and clustered customers' service preferences, we propose marketing strategies for service providers.