Changes in product value contributing to customer satisfaction: the case of the digital camera

Takayuki  Suzuki; Kiminori  Gemba; Atsushi  Aoyama

doi:10.23762/FSO_VOL7_NO4_3

Published : 2019-12-20

Vol. 7 No. 4 (2019)

Changes in product value contributing to customer satisfaction: the case of the digital camera

Takayuki Suzuki

https://orcid.org/0000-0001-6448-3601

Kiminori Gemba

https://orcid.org/0000-0002-0309-0764

Atsushi Aoyama

https://orcid.org/0000-0003-2801-8467

DOI: https://doi.org/10.23762/FSO_VOL7_NO4_3

Abstract

Using time series information, we identify the changes in the benefit items of products contributing to customer satisfaction. Through multiple regression analysis, where the customer satisfaction ratings are the outcome variable and the evaluation items are the predictors, we compare initial and successor
digital camera models from the same manufacturer; benefit items differ depending on the models. We found that design is significant in the initial models while functionality is significant in successor models.

Keywords:

Quantitative analysis, utilitarian benefits, hedonic benefits, customer satisfaction, word-of-mouth communication

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Suzuki, T. ., Gemba, K. ., & Aoyama, A. . (2019). Changes in product value contributing to customer satisfaction: the case of the digital camera . Forum Scientiae Oeconomia, 7(4), 41–51. https://doi.org/10.23762/FSO_VOL7_NO4_3

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Takayuki Suzuki

cm006070@ed.ritsumei.ac.jp
https://orcid.org/0000-0001-6448-3601

Affiliation:

Ritsumeikan University Japan

Bio Statement (e.g., department and rank)

Takayuki Suzuki is a doctoral student at the Management of Technology at Ritsumeikan University, Kyoto, Japan. He received a master’s degree in Management of Technology at Ritsumeikan University, Kyoto, Japan in 2014.
His main field of research is web marketing.

Kiminori Gemba

gemba@hosei.ac.jp
https://orcid.org/0000-0002-0309-0764

Affiliation:

Housei University Japan

Bio Statement (e.g., department and rank)

Kiminori Gemba is a Professor at the Business School of Innovation Management at Hosei University. His research interests are innovation theories and strategic management. In 1992, he received a master’s degree
at engineering from the University of Tokyo. He joined the research division of Sanwa Research Institute and his research focused on environmental management and new industry creation. He received his Ph.D. from the University of Tokyo in 1999. Subsequently, he became a research associate and an associate professor at the University of Tokyo and a professor at Ritsumeikan University.

Atsushi Aoyama

aoyama@mot.ritsumei.ac.jp
https://orcid.org/0000-0003-2801-8467

Affiliation:

Ritsumeikan University Japan

Bio Statement (e.g., department and rank)

Atsushi Aoyama is a Professor at the Management of Technology at Ritsumeikan University. After graduating from Kyoto University with a degree in chemical engineering, he was engaged in research at Mitsubishi Research Institute on a systems approach to connect society’s needs with advanced technology. He received his Ph.D. from Purdue University in 1994. In 1995, he became a research fellow at Imperial College, University
of London. From 1999 to 2005, he served as an assistant professor at the Research Institute of Resources and Chemistry, Tokyo Institute of Technology. He has been a professor at Ritsumeikan University’s Graduate School of Technology Management since 2005. He was the former chairman of the Safety Committee of the Chemical Engineering Society. He is the director of the Inamori Business Philosophy Research Center, Ritsumeikan University (since 2015). He also serves as an outside director of Kyocera Corporation (Since 2016).