BROWSE
Detail
Journal Article
Relationship between Service-Related Activities, Service Capability and Market Diffusion: Case of WiBro
- Authors
- Moon-Koo Kim, Jong-Hyun Park, Jong-Hyun Paik
- Issue Date
- 2014-06
- Citation
- ETRI Journal, v.36, no.3, pp.490-497
- ISSN
- 1225-6463
- Publisher
- 한국전자통신연구원 (ETRI)
- Language
- English
- Type
- Journal Article
- Abstract
- The market performance of WiBro in Korea has not been as expected, and its rapid diffusion in the near future is unlikely owing to the existence of competing services. There has been little research on the factors affecting this low market diffusion. This study is based on an analytical framework in which a lack of service capability and the insufficiency of service-related activities have resulted in the current poor market performance. An expert survey was conducted on WiBro specialists and verified using the analytical hierarchy process method. The result of this analysis is as follows: underinvestment in network deployment and marketing, insufficient promotional policies, and a shortage of service capabilities are to be analyzed as the main causes of WiBro's low market diffusion. © 2014 ETRI.
- KSP Keywords
- Analytical hierarchy process method, Market diffusion, Market performance, Service capability, analytical framework, expert survey, network deployment