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자동차보험시장에서의 브랜드로열티와 브랜드변경행태 KCI 등재
Brand Loyalty and Brand Switching Behavior in Car Insurance Market
한국산업경영시스템학회지
(Journal of Society of Korea Industrial and Systems Engineering)
Vol. 29 No. 3 (2006.09)
pp.87-95
pp.87-95
한국산업경영시스템학회
(Society of Korea Industrial and Systems Engineering)
초록
In this paper, an approach for analyzing brand loyalty and brand switching behavior in car insurance market is presented. A two-choice model by Blumen, et al. that uses Markov chain is adopted as a main technique for estimating brand parameters. Survey
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