Journal of Korean Society of Transportation (대한교통학회지)

Korean Society of Transportation (대한교통학회)
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The Price Elasticity in the Parcel Service Market by Benefit Segmentation

택배시장의 효익세분화에 따른 가격탄력성에 관한 연구

  • Kim, Geun-Sub (Department of Logistics Engineering, Korea Maritime University) ;
  • Kwak, Kyu-Seok (Department of Logistics Engineering, Korea Maritime University)
  • Published : 2004.04.30
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Abstract

This study aims to present the establishment and necessity of the proper market segmentation by customer preference. In this study, benefit segmentation method was employed using conjoint analysis to measure price elasticity by segmented groups. It presents that the price elasticity is different by characteristic of customers using parcel service in this result. Benefit segmentation, therefore, may use some useful marketing tool when a parcel service company segments the market to provide better service.

본 논문은 현재 물류부문에서 그 비중이 증가하고 있는 택배시장의 고객을 대상으로 고객의 선호도에 따른 적절한 시장세분화의 구축과 그 필요성을 제시하였다. 본 연구에서는 택배서비스의 가격탄력성을 측정하기 위해 Conjoint 분석을 이용한 효익세분화 방법을 이용하였다. 분석결과 택배고객은 그 특성에 따라 상이한 가격탄력성을 가지고 있으며, 그 탄력성에 따라 고객을 세분화할 수 있었다. 따라서 이러한 분석은 향후 택배고객을 세분화 할 경우 유용한 도구로 사용될 수 있으며, 고객의 욕구를 만족시킬 수 있는 기회를 제공해 줄 수 있을 것이다.

Keywords

References

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