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Profiling Mobile Service Customers in the Spanish Market

Profiling Mobile Service Customers in the Spanish Market

Cristina Calvo-Porral
Copyright: © 2020 |Pages: 25
ISBN13: 9781799800507|ISBN10: 1799800504|ISBN13 Softcover: 9781799800514|EISBN13: 9781799800521
DOI: 10.4018/978-1-7998-0050-7.ch011
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MLA

Calvo-Porral, Cristina. "Profiling Mobile Service Customers in the Spanish Market." Impact of Mobile Services on Business Development and E-Commerce, edited by Francisco Liébana, et al., IGI Global, 2020, pp. 211-235. https://doi.org/10.4018/978-1-7998-0050-7.ch011

APA

Calvo-Porral, C. (2020). Profiling Mobile Service Customers in the Spanish Market. In F. Liébana, Z. Kalinić, I. Luna, & I. Rodríguez-Ardura (Eds.), Impact of Mobile Services on Business Development and E-Commerce (pp. 211-235). IGI Global. https://doi.org/10.4018/978-1-7998-0050-7.ch011

Chicago

Calvo-Porral, Cristina. "Profiling Mobile Service Customers in the Spanish Market." In Impact of Mobile Services on Business Development and E-Commerce, edited by Francisco Liébana, et al., 211-235. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-0050-7.ch011

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Abstract

This research aims to examine whether different user groups exist in the mobile services industry and to profile and characterize them in order to provide management recommendations for mobile service companies. To examine the users' behavior in the mobile services sector, customer segmentation by means of factor analysis and k-means cluster analysis is developed with data from 443 mobile service users. Further, a Manova test is conducted to confirm differences among the obtained user segments. Mobile service customers cannot be seen as a homogenous group, since different customer profiles coexist in the mobile service industry. More specifically, four user clusters emerge from the research findings, namely “pragmatic uninvolved,” “satisfied savers,” “prone-to-switch” users, and “service mavens,” the “service mavens” being the most attractive segment for mobile service companies. A behavioral-based segmentation is developed to extend the understanding of customer behavior in the mobile services field.

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