Welcome to the InfoSci Platform
Profiling Mobile Service Customers in the Spanish Market

Profiling Mobile Service Customers in the Spanish Market

Cristina Calvo-Porral
Copyright: © 2021 |Pages: 25
ISBN13: 9781799885467|ISBN10: 1799885461|EISBN13: 9781799886037
DOI: 10.4018/978-1-7998-8546-7.ch031
Cite Chapter Cite Chapter

MLA

Calvo-Porral, Cristina. "Profiling Mobile Service Customers in the Spanish Market." Research Anthology on Concepts, Applications, and Challenges of FinTech, edited by Information Resources Management Association, IGI Global, 2021, pp. 594-618. https://doi.org/10.4018/978-1-7998-8546-7.ch031

APA

Calvo-Porral, C. (2021). Profiling Mobile Service Customers in the Spanish Market. In I. Management Association (Ed.), Research Anthology on Concepts, Applications, and Challenges of FinTech (pp. 594-618). IGI Global. https://doi.org/10.4018/978-1-7998-8546-7.ch031

Chicago

Calvo-Porral, Cristina. "Profiling Mobile Service Customers in the Spanish Market." In Research Anthology on Concepts, Applications, and Challenges of FinTech, edited by Information Resources Management Association, 594-618. Hershey, PA: IGI Global, 2021. https://doi.org/10.4018/978-1-7998-8546-7.ch031

Export Reference

Mendeley
Favorite

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.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.