A profile of mobile service users in a mature market: from “uninvolved pragmatics” to “potential switchers”

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2020-07-05 DOI:10.1108/sjme-03-2020-0046

Cristina Calvo-Porral, Luis-Miguel Otero-Prada

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引用次数: 7

Abstract

Purpose Mobile services are expanding rapidly, and in this tremendously dynamic environment, companies should provide value-added services to meet users’ demand. In this context, the study aims to determine whether different user groups exist in this market and profile them. Methodology Based on the information of 568 mobile service users, a research was developed in the context of a mature mobile services market – Spain. A behavior-based cluster analysis is developed by means of confirmatory factor analysis (CFA), followed by two-step clustering. Then, an ANOVA and post hoc Tukey tests are conducted to confirm differences among the obtained clusters. Findings The study findings show that mobile service users cannot be perceived as a homogenous group, as different users with different behaviors coexist in this market. More specifically, four behavior-based segments emerge in the mobile service sector: “service connoisseurs,” “uninvolved pragmatics,” “potential switchers” and “delighted loyal”; “potential switchers” being the most challenging segment for mobile service companies. Originality/value This study reports mobile service users’ heterogeneity; and in turn, mobile service managers should consider customers as four different types, instead of considering them as one single customer.

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成熟市场中移动服务用户概况:从“不介入语用”到“潜在转换者”

移动服务正在迅速扩展，在这个巨大的动态环境中，公司应该提供增值服务来满足用户的需求。在此背景下，本研究旨在确定该市场中是否存在不同的用户群体并对其进行分析。方法基于568个移动服务用户的信息，在一个成熟的移动服务市场——西班牙的背景下进行了一项研究。基于行为的聚类分析是通过验证性因子分析(CFA)的方法开发的，然后是两步聚类。然后，进行方差分析和事后Tukey检验，以确认所获得的集群之间的差异。研究结果表明，移动服务用户不能被视为一个同质化的群体，因为在这个市场中，不同的用户有着不同的行为。更具体地说，移动服务领域出现了四种基于行为的细分:“服务鉴赏家”、“不参与的语用者”、“潜在的转换者”和“高兴的忠诚者”;“潜在用户”是移动服务公司最具挑战性的细分市场。原创性/价值本研究报告了移动服务用户的异质性;反过来，移动服务经理应该将客户视为四种不同的类型，而不是将他们视为单一的客户。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.