서비타이제이션(Servitization)과 고객만족 및 재사용 의도와의 관계에 관한 연구

Abstract

This study presents to find out a relationship between characteristics such as relational dynamic, access, range of product and service offerings, knowledge, price, delivery, locality of servitization a new form of business that resulted in combination of products and services. It is focused on efficiency of resource usage servitizing products or functions of products, customers’ satisfaction and their plans for rehiring focusing on the next generation’s rental service industry which is one of the examples of newly distinguished servitization in manufacturing business. The research model was developed based previous literature reviews. A survey instrument was developed based on the constructs for the research model. The questionnaire was developed using a Likert’s five point scales and included some demographical data. The survey was administered to individuals who had some experiences in the rental services. 360 respondents were asked to indicate proper contents and were collected via online survey. 352 among them was considered as valid for the further analysis. Multivariate statistical methods are utilized for the study analysis. Reliability test and validity tests were conducted and secured all related values were acceptable for the next analysis. This study also suggests a new empirical approach to achieve a continuous growth for Korean manufacturing companies which struggle to produce profitability and substantiality. This study targets customers who have experienced rental services of various fields are employed and analysed statistically. In order to strengthen weakened profit structure in manufacturing business, Servitization, a secure strategy for sustainable competitiveness raising customer loyalty by combining key industries with predominance in competition and services, has been highlighted. Many companies are trying to push ahead various forms of servitization, one of them being rental services which is one of the most noticeable industries that combines previous rental services of products and servization functions such as hygiene and customer services. Study of Servization that increases business productivity has only been active lately, thus its empirical study will contribute in this area. Although servitization research on company result and value has been progressive recently due to continuous demand of servitization, it is hard to find literatures focused on customers’ perspective. Therefore, it is necessary to clearly understand how customers are accepting combined products, as well as product usage that designs services and utility value of service. This study differs from the previous studies as it is completed from customers’ perspective, not relating to business result and values of companies relating to servitization. This study will provide management with strategic insights for exploring and identifying servitization strategies in manufacturing and other similar settings.