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

  1. Cristina Calvo-Porral 1
  2. Luis-Miguel Otero-Prada 1
  1. 1 Universidade da Coruna, A Coruna, Spain
Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2021

Volumen: 25

Número: 3

Páginas: 425-445

Tipo: Artículo

DOI: 10.1108/SJME-03-2020-0046 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Objetivos de desarrollo sostenible

Resumen

Proposito – Los servicios moviles se estan expandiendo rapidamente y en este entorno tremendamente dinamico, las compañías de servicios moviles deberían de proporcionar servicios de valor añadido para satisfacer la demanda de sus usuarios. En este contexto, esta investigacion tiene como objetivo determinar si existen diferentes grupo de usuarios en este mercado y aportar su pefil. Metodología – Sobre la base de informacion de 568 usuarios de servicios moviles se lleva a cabo una investigacion en el contexto de un mercado de servicios moviles maduro –España-. Se lleva a cabo un analisis clúster basado en el comportamiento de los usuarios, mediante un analisis factorial confirmatorio (CFA), seguido de un analisis clúster bi-etapico. A continuacion, se realizan un test Anova y un test pos hoc de Tuckey para confirmar las diferencias entre los grupos obtenidos. Resultados – Los resultados de la investigacion muestran que los usuarios de servicios moviles no pueden ser percibidos como un grupo homogéneo, ya que en este mercado coexisten diferentes usuarios con diferentes comportamientos. Mas específicamente, cuatro segmentos de usuarios surgen en el sector de los servicios moviles basados en su comportamiento:“conocedores del servicio”, “pragmaticos no involucrados”, “potenciales cambiadores de servicio” y “leales encantados”, siendo “potenciales cambiadores de servicio” los que presentan un mayor desafío las empresas de servicios moviles. Valor – Este estudio muestra la heterogeneidad de los usuarios de servicios moviles, y por tanto, los gestores de los servicios moviles deben considerar a sus clientes como cuatro tipos diferentes, en lugar de considerarlos como un único tipo de cliente.

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