Abstract
Companies are developing new product or new service, and combining the existing product and service to meet the customer's needs. Product–service system (PSS) is a field where the products and services are combined to improve consumers' satisfaction. Well-integrated PSS enables to increase the utilization of the product and the service, so it can give higher level of consumer satisfaction.Mobile communications market is a prime example of the PSS. South Korea's telecommunications market develops rapidly nowadays, and many consumers are taking advantage of the latest communication technologies, such as smart phone utilization.We investigate the product–service interaction effects in South Korea's mobile phone service industry using Choice-based conjoint analysis (CBCA). We measure main and interaction effects of product and service integration. We collected a sample of size 171 from a college student group in Seoul, Korea. We find the positive interaction effects of product and service integration and show the direction of PSS strategy using main and interaction effect.
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