Segmentation of Mobile Applications Users: Classification of Customer E-Loyalty Behavior in Online Shopping Platform

Abstract

This paper reports on consumer behaviour study, which use cluster analysis to segment mobile application users based on their e-loyalty behaviour in online shopping platform. Online survey was conducted to 300 respondents who have joined e-loyalty programs from at least one of the following platforms i.e. e-commerce, ride-hailing, online payment or online travel. Simple random sampling was used to determine the sample size. The results show that there are three segments formed, they are, Special-treatment seeker, monetary-value seeker, and brand-advocates. Brand-advocates segment is seen as the most favourable segment as most of loyal customer classified to this category, and they are most likely to promote the brand and spread positive word-of-mouth. Managerial recommendations of loyalty programs that best fit each segment's demographic and behaviour are presented in the paper.