콘도미니엄 利用顧客의 市場細分化에 관한 硏究
Segmentation of Resort Condominium Customers
The purpose of this research is to suggest a methodological framework for service firms such as Resort Condominiums that seek to find a reasonable way of classifying customers and developing competitive strategies. 500 resort condominium customers were selected by purposive quota sampling method and a questionnaire survey was conducted on them. The major findings of this study are as follows: (1) Six factors are identified among 43 condo-related service quality variables (2) Two groups (① an advance force, ② force at the base) are significantly different by cluster analysis with factor scores, and (3) There are significant statistical differences in demographics, attitudes, and intentions toward the Condo between the two groups Several marketing strategies according to each segment are proposed.
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