Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Post-purchase Customer Choice Model for Subscription-based Information and Telecommunications Services

가입형 정보통신 서비스의 구매 후 고객선택모형

  • Published : 2006.04.30
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Abstract

With the advances in information technologies and the wide acceptance of IT outsourcing practices, subscription-based information & telecommunications services(ITS) become more available. Convergence and intensified industry competition have made it an imperative for the ITS providers to keep their current customers and acquire new customers at the same time. In this study, we developed a framework for effective customer management based on the factors influencing the post-purchase customer choice: stay with the present provider or switch to another one. Specifically, we classified the factors into four categories: Holding factors, Defect factors, Inducement factors, and Hurdle factors depending on the characteristics of the influence and direction of the influence. Based on the classification, we developed a post-purchase customer choice model for the subscription-based ITS providers. Then, we illustrated a possible application of the model in the context of the broadband Internet access service. The model could be used to increase the competitive advantage of service providers through the effective customer management in the subscription-based ITS market.

정보통신 기술의 발달과 IT 아웃소싱의 확대로 인터넷접속 서비스, 응용프로그램 서비스, 컨텐츠 서비스, 저장 서비스 등 다양한 종류의 가입형 정보통신 서비스가 제공되고 있다. 시장의 성숙과 산업 간 융합에 따른 경쟁의 심화로 인하여, 이들 서비스 제공기업들에게 있어서 기존 고객을 유지하고 경쟁사 고객의 전환을 유도하기 위한 고객 관리가 중요한 과제가 되고 있다. 본 연구에서는 가입형 정보통신 서비스 제공 기업들의 효과적인 고객 관리를 위하여, 서비스 구매 후의 고객 선택(기존 서비스의 계속적 이용 또는 다른 서비스로의 전환)에 영향을 미치는 요인들을 영향의 주체와 영향의 성격에 따라 Holding 요인, Defect 요인, Inducement 요인, Hurdle 요인으로 유형화하고 이를 바탕으로 가입형 정보통신 서비스의 구매 후 고객선택모형을 제시하였다. 또한, 제시된 모형의 활용 방안을 초고속 인터넷 서비스를 중심으로 제시하였다. 이러한 고객선택모형의 활용은 기술의 급속한 발전과 다양한 대체 서비스의 출현으로 빠른 수명 주기를 보이는 가입형 정보통신 서비스 시장에서 효과적인 고객 관리를 통한 경쟁 우위의 확보에 기여할 수 있을 것이다.

Keywords

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