고객만족의 비대칭적 결정요인과 세그먼트 전략 : 중국 스마트폰 사례 연구

초록

This study aims to identify the asymmetric determinants of customer satisfaction in the saturated smartphone market, and to propose management strategies tailored to specific market segments. In September 2024, a survey was conducted among Chinese smartphone users, and the analysis employed a mixed methodological approach combining Importance–Performance Analysis (IPA) and Penalty–Reward Contrast Analysis (PRCA). The results revealed that camera quality and performance were performance factors that substantially increased satisfaction, while insufficient storage capacity triggered dissatisfaction. Price emerged as a core attribute influencing both satisfaction and dissatisfaction, with the strongest impact on the overall customer experience. Cluster analysis identified three groups: low, medium and high satisfaction. The low-satisfaction group was highly sensitive to price and basic attributes; the medium-satisfaction group sought a balance between functional attributes and price; and the high-satisfaction group relied heavily on premium features, such as performance and camera quality. Furthermore, a cross-analysis of brands showed that the high-satisfaction group focused on premium brands such as the iPhone, whereas the low-satisfaction group had a higher proportion of local Chinese brands such as Huawei and Xiaomi. These findings contribute to the theoretical discussion of customer satisfaction by integrating attribute- and segment-level perspectives. They also have practical implications for Korean firms seeking to design premium strategies, strengthen basic attributes and refine pricing policies in the Chinese market.

키워드