Profiling Mobile Service Customers in the Spanish Market

Cristina Calvo-Porral
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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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分析西班牙市场的移动服务客户
本研究旨在研究移动服务行业中是否存在不同的用户群体,并对其进行分析和表征,以便为移动服务公司提供管理建议。为了检验移动服务行业的用户行为,利用443个移动服务用户的数据,采用因子分析和k-均值聚类分析的方法进行了客户细分。进一步,进行方差分析,以确认所获得的用户段之间的差异。移动服务客户不能被视为一个同质的群体,因为不同的客户配置文件共存于移动服务行业。更具体地说,研究发现出现了四种用户群,即“务实的不参与”,“满意的储蓄者”,“proone -switch”用户和“服务专家”,“服务专家”是移动服务公司最具吸引力的部分。基于行为的细分是为了扩展对移动服务领域客户行为的理解而开发的。
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