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

Ano de publicación: 2021

Volume: 25

Número: 3

Páxinas: 425-445

Tipo: Artigo

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

Outras publicacións en: Spanish journal of marketing-ESIC

Obxectivos de Desenvolvemento Sustentable

Resumo

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.

Referencias bibliográficas

  • Al-Debei, M.M. and Al-Lozi, E. (2014), “Explaining and predicting the adoption intention of mobile data services: a value-based approach”, Computers in Human Behavior, Vol. 35, pp. 325-338.
  • Ali, R., Lynch, R., Melewar, T.C. and Jin, Z. (2015), “The moderating influences on the relationship of corporate reputation with its antecedents and consequences: a meta-analytic review”, Journal of Business Research, Vol. 68 No. 5, pp. 1105-1117.
  • Andreassen, T.W. (2001), “From disgust to delight: do customers hold a grudge?”, Journal of Service Research, Vol. 4 No. 1, pp. 39-49.
  • Antonie, P. (2003), “Understanding the mobile phone market drivers”, Alcatel Telecommunications Review, Vol. 4, pp. 2-5.
  • Aydin, S. and Özer, G. (2005), “The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market”, European Journal of Marketing, Vol. 39 Nos 7/8, pp. 910-925.
  • Baker, W.E., Sciglimpaglia, D. and Saghafi, M. (2010), “Branding of post-purchase ancillary products and services: an application in the mobile communications industry”, European Journal of Marketing, Vol. 44 No. 5, pp. 547-566.
  • Bansal, H., Taylor, S. and James, Y. (2005), “Migrating to new service providers: toward a unifying framework of consumers’ switching behaviours”, Journal of the Academy of Marketing Science, Vol. 33 No. 1, pp. 96-115.
  • Baumann, C., Elliott, G. and Burton, S. (2012), “Modeling customer satisfaction and loyalty: survey data versus data mining”, Journal of Services Marketing, Vol. 26 No. 3, pp. 148-157.
  • Bigné, E., Sanchez-García, I. and Currás-Perez, R. (2011), “Antecedentes y consecuencias del arrepentimiento postcompra: Una aplicación a servicios de telefonía móvil”, Revista Española de Investigación de Marketing – Esic, Vol. 15 No. 1, pp. 7-34.
  • Bjorksten, M., Pohjola, O.P. and Kilkki, K. (2007), “Applying user segmentation and estimating user value in techno-economic modeling”, 6th Conference on Telecommunication Techno-Economics, CTTE, Helsinki.
  • Burnham, T.A., Frels, J.K. and Mahajan, V. (2003), “Consumer switching costs: a typology, antecedents, and consequences”, Journal of the Academy of Marketing Science, Vol. 31 No. 2, pp. 109-126.
  • Calvo-Porral, C. and Nieto-Mengotti, M. (2019), “The moderating influence of involvement with ICT in mobile services”, Spanish Journal of Marketing – ESIC, Vol. 23 No. 1, pp. 25-43.
  • Campbell, S.W. (2007), “Perceptions of mobile phone use in public settings: across-cultural comparison”, International Journal of Communication, Vol. 1 No. 1, pp. 738-757.
  • Celsi, R.L. and Olson, J.C. (1988), “The role of involvement in attention and comprehension processes”, Journal of Consumer Research, Vol. 15 No. 2, pp. 210-224.
  • Chawla, D. and Joshi, H. (2017), “Consumer perspectives about mobile banking adoption in India: a cluster analysis”, International Journal of BankMarketing, Vol. 35 No. 4, pp. 616-636.
  • Chih, W.H., Wang, K.Y., Hsu, L.C. and Cheng, I.S. (2012), “From disconfirmation to switching: an empirical investigation of switching intentions after service failure and recovery”, The Service Industries Journal, Vol. 32 No. 8, pp. 1305-1321.
  • Chung, B.D., Park, J.H., Koh, Y.J. and Lee, S. (2016), “User satisfaction and retention of mobile telecommunications services in Korea”, International Journal of Human-Computer Interaction, Vol. 32 No. 7, pp. 532-543.
  • Corrocher, N. and Zirulia, L. (2010), “Demand and innovation in services: the case of mobile communications”, Research Policy, Vol. 39 No. 7, pp. 945-955.
  • Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. (1989), “User acceptance of computer technology: a comparison of two theoretical models”, Management Science, Vol. 35 No. 8, pp. 982-1003.
  • Deng, Z., Lu, Y., Wei, K.K. and Zhang, J. (2010), “Understanding customer satisfaction and loyalty: an empirical study of mobile instant messages in China”, International Journal of Information Management, Vol. 30 No. 4, pp. 289-300.
  • Fornell, C. and Larcker, D.F. (1981), “Evaluating structural equation models with unobservable variables andmeasurement error”, Journal of Marketing Research, Vol. 18 No. 1, pp. 39-50.
  • Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. and Bryant, B.E. (1996), “The American customer satisfaction index: nature, purpose, and findings”, Journal of Marketing, Vol. 60 No. 4, pp. 7-18.
  • Gerpott, T., Rams, W. and Schindler, A. (2001), “Customer retention, loyalty and satisfaction in the German mobile cellular telecommunications market”, Telecommunications Policy, Vol. 25 No. 4, pp. 249-269.
  • Gray, D.M., D’Alessandro, S., Johnson, L.W. and Carter, L. (2017), “Inertia in services: causes and consequences for switching”, Journal of Services Marketing, Vol. 31 No. 6, pp. 485-498.
  • Grönross, C. (1988), “Service quality: the six criteria of good perceived service quality”, Review of Business, Vol. 9 No. 3, pp. 10-13.
  • Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010), Multivariate Data Analysis, 7th ed., Prentice-Hall, Upper Saddle River NJ.
  • Hamka, F., Bouwman, H., de Reuver, M. and Kroesen, M. (2014), “Mobile customer segmentation based on smartphone measurement”, Telematics and Informatics, Vol. 31 No. 2, pp. 220-227.
  • Haque, A., Khatibi, A., Raquib, A. and Al Mahmud, S. (2007), “Consumer perception and its choice mobile telecom service provider in Malaysia”, Journal of International Business and Economics, Vol. 7 No. 2, pp. 84-97.
  • Hernandez-Ortega, B., Aldas-Manzano, J., Ruiz-Mafe, C. and Sanz-Blas, S. (2017), “Perceived value of advanced mobile messaging services: a cross-cultural comparison of Greek and Spanish users”, Information Technology and People, Vol. 30 No. 2, pp. 324-355.
  • Hsieh, J.K., Hsieh, Y.C., Chiu, H.C. and Feng, Y.C. (2012), “Post-adoption switching behavior for online service substitutes: a perspective of the push-pull-mooring framework”, Computers in Human Behavior, Vol. 28 No. 5, pp. 1912-1920.
  • Hu, H.H., Kandampully, J. and Juwaheer, T.D. (2011), “Relationships and impacts of service quality, perceived value, customer satisfaction and image: an empirical study”, The Service Industries Journal, Vol. 29 No. 2, pp. 111-125.
  • Kasper, H., Bloemer, J. and Driessen, P.H. (2010), “Coping with confusion: the case of the Dutch mobile phonemarket”,Managing Service Quality: An International Journal, Vol. 20 No. 2, pp. 140-160.
  • Katz, E., Gurevitch, M. and Haas, H. (1973), “On the use of the mass media for important things”, American Sociological Review, Vol. 38 No. 2, pp. 164-181.
  • Kim, H.S. and Yoon, C.H. (2004), “Determinants of subscriber churn and customer loyalty in the Korean mobile telephonymarket”,Telecommunications Policy, Vol. 28 No. 9-10, pp. 751-765.
  • Kim, M., Park, M. and Jeong, D. (2004), “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services”, Telecommunications Policy , Vol. 28 No. 2, pp. 145-159.
  • Kim, B. (2012), “The diffusion of mobile data services and applications: Exploring the role of habit and its antecedents”,Telecommunications Policy, Vol. 36 No. 1, pp. 69-81.
  • Klaus, P. and Zaichkowsky, J. (2019), “AI voice bots: a services marketing research agenda”, Journal of ServicesMarketing.
  • Ko, E., Kim, E.Y. and Lee, E.K. (2009), “Modeling consumer adoption of mobile shopping for fashion products in Korea”, Psychology andMarketing, Vol. 26 No. 7, pp. 669-687.
  • Kuo, Y.F. and Yen, S.N. (2009), “Towards an understanding of the behavioral intention to use 3Gmobile value-added services”, Computers in Human Behavior, Vol. 25 No. 1, pp. 103-110.
  • Kuo, Y.F., Wu, C.M. and Deng, W.J. (2009), “The relationships among service quality, perceived value, customer satisfaction and post-purchase intention in mobile value-added services”, Computers in Human Behavior, Vol. 25 No. 4, pp. 887-896.
  • Lee, Y.C. (2011), “Competitive relationships between traditional and contemporary telecommunication services in Taiwan”,Telecommunications Policy, Vol. 35 No. 6, pp. 543-554.
  • Lee, J., Lee, J. and Freick, L. (2001), “The impact of switching costs on the customer satisfaction-loyalty link: mobile phone service in France”, Journal of ServicesMarketing, Vol. 15 No. 1, pp. 35-48.
  • Leung, L. and Wei, R. (2000), “More than just talk on the move: uses and gratifications of cellular phone”, Journalism and Mass Communication Quarterly, Vol. 77 No. 2, pp. 308-320.
  • Liao, C., Lin, H.N., Luo, M.M. and Chea, S. (2017), “Factors influencing online shoppers’ repurchase intentions: the roles of satisfaction and regret”, Information and Management, Vol. 54 No. 5, pp. 651-668.
  • Lin, K.Y. and Lu, H.P. (2015), “Predicting mobile social network acceptance based on mobile value and social influence”, Internet Research, Vol. 25 No. 1, pp. 107-130.
  • Lu, T., Tu, R. and Jen, W. (2011), “The role of service value and switching barriers in an integrated model of behavioural intentions”, Total Quality Management and Business Excellence, Vol. 22 No. 10, pp. 1071-0189.
  • Lundkvist, A. and Yakhlef, A. (2014), “Customer involvement in new service development: a conversational approach”, Managing Service Quality: An International Journal, Vol. 14 Nos 2/3, pp. 249-257.
  • MacInnis, D.J. and Price, L.L. (1987), “The role of imagery in information processing: review and extensions”, Journal of Consumer Research, Vol. 13 No. 4, pp. 473-491.
  • Marino, V. and Lo Presti, L. (2019), “Stay in touch! New insights into end-user attitudes towards engagement platforms”, Journal of ConsumerMarketing, Vol. 36 No. 6, pp. 772-783.
  • Martínez-García de Leaniz, P., Herrero-Crespo, A. and Gómez-López, R. (2019), “The role of environmental CSR practices on the formation of behavioral intentions in a certified hotel context: exploring the moderating effect of customer involvement in the buying process”, Spanish Journal of Marketing-Esic, Vol. 23 No. 2, pp. 205-235.
  • Mazzoni, C., Castaldi, L. and Addeo, F. (2007), “Consumer behavior in the Italian mobile telecommunication market”, Telecommunications Policy, Vol. 31 Nos 10/11, pp. 632-647.
  • Methlie, L. and Nysveen, H. (1999), “Loyalty to on-line bank customers”, Journal of Information Technology, Vol. 14 No. 4, pp. 375-386.
  • Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, Vol. 17 No. 4, pp. 460-469.
  • Oliver, R.L. (1997), Satisfaction: A Behavioural Perspective on the Consumer, McGraw-Hill, New York, NY.
  • Oliver, R.L. (1999), “Whence consumer loyalty?”, Journal of Marketing, Vol. 63 No. 4_suppl1, pp. 33-44.
  • ONTSI (2018), “National observatory for telecommunications and the information society”.
  • Richins, M.L. and Bloch, P.H. (1986), “After the new wears off: the temporal context of product involvement”, Journal of Consumer Research, Vol. 13 No. 2, pp. 280-285.
  • Roy, S.K., Balaji, M.S., Soutar, G., Lassar, W.M. and Roy, R. (2018), “Customer engagement behavior in individualistic and collectivistic markets”, Journal of Business Research, Vol. 86, pp. 281-290.
  • Sell, A., Mezei, J. andWalden, P. (2014), “An attitude-based latent class segmentation analysis of mobile phone users”, Telematics and Informatics, Vol. 31 No. 2, pp. 209-219.
  • Sell, A., Walden, P. and Carlsson, C. (2011), “Segmentation matters: an exploratory study of mobile service users”, International Journal of Systems and Service-Oriented Engineering, Vol. 2 No. 3, pp. 1-17.
  • Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), “Why we buy what we buy: a theory of consumption values”, Journal of Business Research, Vol. 22 No. 2, pp. 159-170.
  • Slater, S.F. and Narver, J.C. (2000), “Intelligence generation and superior customer value”, Journal of the Academy ofMarketing Science, Vol. 28 No. 1, pp. 120-127.
  • Smith, W. (1956), “Product differentiation and market segmentation as alternative marketing strategies”, Journal of Marketing, Vol. 21 No. 1, pp. 3-8.
  • Stewart, K. (1998), “An exploration of customer exit in retail banking”, International Journal of Bank Marketing, Vol. 16 No. 1, pp. 6-14.
  • Swilley, E. and Golsmith, R.E. (2007), “The role of involvement and experience with electronic commerce in shaping attitudes and intentions toward mobile commerce”, International Journal of Electronic Marketing and Retailing, Vol. 1 No. 4, pp. 370-384.
  • Tseng, F.M. and Lo, H.Y. (2011), “Antecedents of consumers’ intentions to upgrade their mobile phones”,Telecommunications Policy, Vol. 35 No. 1, pp. 74-86.
  • Turel, O. and Serenko, A. (2006), “Satisfaction with mobile services in Canada: an empirical investigation”,Telecommunications Policy, Vol. 30 Nos 5/6, pp. 314-331.
  • Venkatesh, V., Ramesh, V. and Massey, A.P. (2003), “Understanding usability: in mobile commerce”, Communications of the Acm, Vol. 46 No. 12, pp. 53-56.
  • Walsh, G., Mitchell, V.W., Jackson, P.R. and Beatty, S.E. (2009), “Examining the antecedents and consequences of corporate reputation: a customer perspective”, British Journal of Management, Vol. 20 No. 2, pp. 187-203.
  • Wang, W.T. and Li, H.M. (2012), “Factors influencing mobile services adoption: a brand-equity perspective”, Internet Research, Vol. 22 No. 2, pp. 142-179.
  • Wang, K. and Lin, C.L. (2012), “The adoption of mobile value-added services: investigating the influence of is quality and perceived playfulness”, Managing Service Quality: An International Journal, Vol. 22 No. 2, pp. 184-208.
  • Wang, W.T., Ou, W.M. and Chen, W.Y. (2019), “The impact of inertia and user satisfaction on the continuance intentions to use mobile communication applications: a mobile service quality perspective”, International Journal of Information Management, Vol. 44, pp. 178-193.
  • Wirtz, J., Xiao, P., Chiang, J. and Malhotra, N. (2014), “Contrasting the drivers of switching intent and switching behavior in contractual service settings”, Journal of Retailing, Vol. 90 No. 4, pp. 463-480.
  • Wu, D., Ray, G., Geng, X. and Whinston, A. (2004), “Implications of reduced search cost and free riding in ecommerce”, Marketing Science, Vol. 23 No. 2, pp. 255-262.
  • Zaichkowsky, J. (1984), Conceptualizing and Measuring the Involvement Construct in Marketing, University of CA, CA.
  • Zaichkowsky, J.L. (1985), “Measuring the involvement construct”, Journal of Consumer Research, Vol. 12 No. 3, pp. 341-352.
  • Zeithaml, V.A. (1988), “Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence”, Journal of Marketing, Vol. 52 No. 3, pp. 2-22.
  • Zhou, T. (2012), “Examining continuance usage of mobile internet services from the perspective of resistance to change”, Information Development, Vol. 30 No. 1, p. 10.
  • Zhou, J., Zhai, L. and Pantelous, A.A. (2020), “Market segmentation using high-dimensional sparse consumers data”, Expert Systems with Applications, Vol. 145, p. 113-136.
Fonte de datos: Dialnet