Browse > Article
http://dx.doi.org/10.9716/KITS.2022.21.2.027

Quality Improvement Strategy Development based on Competitor Analysis of Manufacturing Companies: Application to the Dashboard Camera Market  

Kang, Chang Dong (경희대학교 경영대학원)
Choi, Il Young (경희대학교 대학원 빅데이터 응용학과)
Kim, Jae Kyeong (경희대학교 경영대학 & 대학원 빅데이터응용학과)
Park, Jae Seung (경희대학교 대학원 경영학과)
Publication Information
Journal of Information Technology Services / v.21, no.2, 2022 , pp. 27-41 More about this Journal
Abstract
In a fiercely competitive environment, quality is a key factor that enables dashboard camera makers to maintain their competitive advantage. Quality affects consumer satisfaction, brand loyalty, and firm performance. Therefore, to remain competitive, it is important that manufacturers maintain product quality that meets consumer expectations. To this end, it is necessary to investigate customer preferences and product performance in terms of product quality and to properly allocate resources to improve the quality level such that the firm can maintain a competitive advantage. In this paper, we proposed the various ways in which manufacturing firms can determine which quality dimensions need improvement in order to secure competitiveness. To this end, we analyzed a case study of Urive to develop a quality improvement strategy through importance performance competitor analysis (IPCA). Urive's IPCA results showed that 14 quality dimensions, namely performance, size, price, ease of use, country of origin, manufacturer, brand, product certificate, warranty, distribution channel, market share, reliability, durability, and conformance, were not absolutely competitive compared with those of Mando, Inavi, and Finevu. In terms of color, Urive had an absolute competitive advantage over Mando, but not Inavi and Finevu. Urive's appearance was more competitive than Mando's, but not Inavi's and Finevu's. In terms of advertisement and serviceability, Urive was absolutely less competitive than Mando and Inavi, but had a competitive advantage over Finevu. Therefore, it is necessary to put resources and time as the first priority for performance, reliability, and durability, which have a large performance difference in common among the three brands. The quality dimensions in which resources and time need to be put in second place are price and ease of use, which have a large performance difference in common among the two brands.
Keywords
Importance Performance Competitor Analysis; IPCA; Urive; Perceived Quality;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Parasuraman, A., V.A. Zeithaml, and L.L. Berry, "A conceptual model of service quality and its implications for future research", Journal of Marketing, Vol.49, No.4, 1985, 41-50.   DOI
2 Redman, T.C., "Improve Data Quality for Competitive Advantage", MIT Sloan Management Review, Vol.36, No.2, 1995, 99.
3 Ross, P.J., Taguchi Techniques for Quality Engineering, McGraw-Hill, New York, 1989.
4 Aaker, D.A., Managing Brand Equity: Capitalizing on the Value of a Brand Name, Free Press, New York, 1991.
5 Gilmore, H.L., "Product Conformance Cost", Quality Progress, Vol.7, No.5, 1974, 16-19.
6 Hazen, B.T., C.A. Boone, Y. Wang, and K.S. Khor, "Perceived Quality of Remanufactured Products: Construct and Measure Development", Journal of Cleaner Production, Vol.142, 2017, 716-726.   DOI
7 Juran, J.M. and F.M. Gryna, Juran's Quality Control Handbook, McGraw-Hill, New York, 1988.
8 De Chernatony, L., "Towards the Holy Grail of definingbrand'", Marketing Theory, Vol.9, No.1, 2009, 101-105.   DOI
9 Feigenbaum, A.V., Quality Control: Principles, Practice, and Administration, McGraw-Hill, New York, 1951.
10 Crosby, P.B., Quality is Free: The Art of Making Quality Certain, McGraw-hill, New York, 1979.
11 Han, H. and S.S. Hyun, "Customer Retention in the Medical Tourism Industry: Impact of Quality, Satisfaction, Trust, and Price Reasonableness", Tourism Management, Vol.46, 2015, 20-29.   DOI
12 Su, H.C., K. Linderman, R.G. Schroeder, and A.H. Van de Ven, "A comparative case study of sustaining quality as a competitive advantage", Journal of Operations Management, Vol.32, No.7, 2014, 429-445.   DOI
13 Kouthouris, C. and K. Alexandris, "Can service quality predict customer satisfaction and behavioral intentions in the sport tourism industry? An application of the SERVQUAL model in an outdoors setting", Journal of Sport & Tourism, Vol.10, No.2, 2005, 101-111.   DOI
14 Levitt, T., "Production-Line Approach to Service", Harvard Business Review, Vol.50, No.5, 1972, 41-52.
15 Molina-Castillo, F.J., R.J. Calantone, M.A. Stanko, and J.L. Munuera-Aleman, "Product Quality as a Formative Index: Evaluating an Alternative Measurement Approach", Journal of Product Innovation Management, Vol.30, No.2, 2013, 380-398.   DOI
16 Snoj, B., A.P. Korda, and D. Mumel, "The Relationships among Perceived Quality, Perceived Risk and Perceived Product Value", Journal of Product & Brand Management, Vol.13, No.3, 2004, 156-167.   DOI
17 Vantamay, S., "Understanding of Perceived Product Quality: Reviews and Recommendations", BU Academic Review, Vol.6, No.1, 2007, 110-117.
18 Pakdil, F. and T.N. Harwood, "Patient satisfaction in a Preoperative Assessment Clinic: An Analysis Using SERVQUAL Dimensions", Total Quality Management & Business Excellence, Vol.16, No.1, 2005, 15-30.   DOI
19 Richardson, P.S., "Are Store Brands Perceived to be Just another Brand?", Journal of Product & Brand Management, Vol.6, No.6, 1997, 388-404.   DOI
20 Zeithaml, V.A., "Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence", Journal of Marketing, Vol.52, No.3, 1988, 2-22.   DOI
21 Kang, S.S., N. Okamoto, and H.A. Donovan, "Service quality and its effect on customer satisfaction and customer behavioral intentions: Hotel and ryokan guests in Japan", Asia Pacific Journal of Tourism Research, Vol.9, No.2, 2004, 189-202.   DOI
22 Kasiri, L.A., K.T.G. Cheng, M. Sambasivan and S. M. Sidin, "Integration of Standardization and Customization: Impact on Service Quality, Customer Satisfaction, and Loyalty", Journal of Retailing and Consumer Services, Vol.35, 2017, 91-97.   DOI
23 Zhou, K.Z., J.J. Li, N. Zhou, and C. Su, "Market Orientation, Job Satisfaction, Product Quality, and Firm Performance: Evidence from China", Strategic Management Journal, Vol.29, No.9, 2008, 985-1000.   DOI
24 Yin, S.Y., K.K. Huang, J.I. Shieh, Y.H. Liu, and H.H. Wu, "Telehealth Services Evaluation: A Combination of SERVQUAL Model and Importance-performance Analysis", Quality & Quantity, Vol.50, No.2, 2016, 751-766.   DOI
25 Beneke, J., R. Flynn, T. Greig, and M. Mukaiwa, "The Influence of Perceived Product Quality, Relative Price and Risk on Customer Value and Willingness to Buy: A Study of Private Label Merchandise", Journal of Product & Brand Management, Vol.22, No.3, 2013, 218-228.   DOI
26 Lakhal, L., "Impact of Quality on Competitive Advantage and Organizational Performance", Journal of the Operational Research Society, Vol.60, No.5, 2009, 637-645.   DOI
27 Mordor Intelligence, "Dashboard Camera Market - Growth, Trends, and Forecast (2020-2025)", 2020. Available at: https://www.mordorintelligence.com/industry-reports/dashboard-camera-market (Accessed February 13. 2020).
28 Khan, M.N., Z.U. Aabdean, M. Salman, B. Nadeem and M. Rizwan, "The Impact of Product and Service Quality on Brand Loyalty: Evidence from Quick Service Restaurants", American Journal of Marketing Research, Vol.2, No.3, 2016, 84-94.
29 Kroll, M., P. Wright, and R.A. Heiens, "The Contribution of Product Quality to ComPetitive Advantage: Impacts on Systematic Variance and Unexplained Variance in Returns", Strategic Management Journal, Vol.20, No.4, 1999, 375-384.   DOI
30 Macromill Embrain, "Tracking Survey Related to the Dashboard Camera", 2019. Available at https://www.trendmonitor.co.kr/tmweb/trend/allTrend/detail.do?bIdx=1780&code=0304&trendType=CKOREA (Accessed February 20. 2020).
31 Abbott, L., Quality and Competition, Columbia University Press, New York, 1995.
32 Bei, L.T. and Y.C. Chiao, "An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol.14, 2001, 125.
33 O'Dwyer, M. and A. Gilmore, "Competitor Orientation in Successful SMEs: An Exploration of the Impact on Innovation", Journal of Strategic Marketing, Vol.27, No.1, 2019, 21-37.   DOI
34 Nikhashemi, S.R., N. Valaei, and A.K. Tarofder, "Does brand personality and perceived product quality play a major role in mobile phone consumers' switching behaviour?", Global Business Review, Vol.18, No.3, 2017, 1-18.   DOI
35 Albayrak, T., A.D. Cengizci, M. Caber, and L.H.N. Fong, "Big data use in determining competitive position: The case of theme parks in Hong Kong", Journal of Destination Marketing & Management, Vol.22, 2021, 100668.   DOI
36 Albayrak, T., M. Caber, M.R. Gonzalez-Rodriguez, and A. Aksu, "Analysis of destination competitiveness by IPA and IPCA methods: The case of Costa Brava, Spain against Antalya, Turkey", Tourism Management Perspectives, Vol.28, 2018, 53-61.   DOI
37 Ali, M. and S.A. Raza, "Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model", Total Quality Management & Business Excellence, Vol.28, No.5, 2017, 559-577.   DOI
38 Baker, D.A. and J.L. Crompton, "Quality, satisfaction and behavioral intentions", Annals of Tourism Research, Vol.27, No.3, 2000, 785-804.   DOI
39 Brucks, M., V.A. Zeithaml, and G. Naylor, "Price and Brand Name as Indicators of Quality Dimensions for Consumer Durables", Journal of the Academy of Marketing Science, Vol.28, No.3, 2000, 359-374.   DOI
40 Butt, M.M. and E.C. de Run, "Private Healthcare quality: Applying a SERVQUAL Model", International Journal of Health Care Quality Assurance, Vol.13, No.7, 2010, 658-673.   DOI
41 Caber, M., T. Albayrak, and T. Ismayilli, "Analysis of Congress Destinations' Competitiveness using Importance Performance Competitor Analysis", Journal of Convention & Event Tourism, Vol.18, No.2, 2017, 100-117.   DOI
42 Garvin, D., "Competing on the eight dimensions of quality", Harv. Bus. Rev., 1987, 101-109.
43 Albayrak, T., "Importance Performance Competitor Analysis (IPCA): A study of hospitality companies", International Journal of Hospitality Management, Vol.48, 2015, 135-142.   DOI
44 Dominic, P.D.D., K.N. Goh, D. Wong and Y.Y. Chen, "The Importance of Service Quality for Competitive Advantage-with Special Reference to Industrial Product", International Journal of Business Information Systems, Vol.6, No.3, 2010, 378-397.   DOI