{"title":"Developing a New Segmentation Typology for Telecom Service Users With the Motivated Consumer Innovativeness (MCI) Scale","authors":"Anand Thakur, Lokesh Jasrai, Rupinder Kaur","doi":"10.1080/15332969.2020.1830642","DOIUrl":null,"url":null,"abstract":"Abstract What motivates consumers to become innovative is an important phenomenon in consumer behavior and is gaining special attention through the concept of motivated consumer innovativeness. The present study is an attempt to create a new segmentation typology for telecom services incorporating social, functional, hedonic, and cognitive motives for classifying a target population into more meaningful homogenous groups through cluster (K-means) analysis. Results of a single cross-sectional survey indicate creation of three distinct consumer segments: logical thinkers, experiencers, and value-driven users in mobile telecom services. The study offers useful implications on developing telecom service marketing mix for successful diffusion and adoption of innovation.","PeriodicalId":35539,"journal":{"name":"Services Marketing Quarterly","volume":"41 1","pages":"287 - 305"},"PeriodicalIF":0.0000,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/15332969.2020.1830642","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Services Marketing Quarterly","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/15332969.2020.1830642","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract What motivates consumers to become innovative is an important phenomenon in consumer behavior and is gaining special attention through the concept of motivated consumer innovativeness. The present study is an attempt to create a new segmentation typology for telecom services incorporating social, functional, hedonic, and cognitive motives for classifying a target population into more meaningful homogenous groups through cluster (K-means) analysis. Results of a single cross-sectional survey indicate creation of three distinct consumer segments: logical thinkers, experiencers, and value-driven users in mobile telecom services. The study offers useful implications on developing telecom service marketing mix for successful diffusion and adoption of innovation.
Services Marketing QuarterlyBusiness, Management and Accounting-Business, Management and Accounting (miscellaneous)
CiteScore
2.40
自引率
0.00%
发文量
6
期刊介绍：
Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.
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