선택형 컨조인트 분석(Choice-based Conjoint Analysis)을 통한 제품-서비스 통합 효과 분석

초록

PSS (Product-Service System) is a competitive strategy for a service company or a servitized manufacturer. Weinvestigate the product-service integration effect in a mobile phone service industry. Using choice-based conjoint analysis,we measure main and interaction effects of product and service. We collected a sample of size 171 from a collegestudent group in Seoul, Korea. We find the existence of the interaction effect of product and service in PSS and showthe direction of PSS strategy using main and interaction effect.

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