Loading...

Combining Market Segmentation and Customer Segmentation Using Three-factor Theory: the Telecom (MCI) Case Study

Nabizadeh, Mohammad | 2010

817 Viewed
  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 43908 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Najmi, Manochehr
  7. Abstract:
  8. Mobile and wireless services industry has been among the most attractive businesses recently and is progressing at a fast pace. In this huge industry various organizations and entities cooperate to deliver value to the end user. The mobile operator plays the pivotal role in this chain. Hence mobile operator’s market was chosen in this study as the representative of the industry. Market segmentation and customer satisfaction are the main topics of this study.
    Market segmentation for MCI was done using data mining with two-step algorithm. Input data included the consumer behavior extracted from mobile post-paid bills. The results indicated five distinctive clusters. The next part included measuring customer satisfaction for each cluster using questionnaire. The results disclosed the fact that each cluster, based on its needs and consumption behavior, showed different level of satisfaction for different dimensions of satisfaction, picked different weights for the dimensions and chose different correlations between the dimensions and the overall satisfaction. For example the cluster that doesn’t use new services is satisfied with the current service packages and chooses a low relative weight for this dimension; on the other hand, the pioneers act oppositely. The four scrutinized dimensions include: quality of service, customer care, cost and billing and service package (portfolio). At last the way these dimensions affect the satisfaction was measured using Kano’s three-factor theory of customer satisfaction, using basic, performance and excitement factors. The results approve the non-linear effect of the dimensions on customer satisfaction. It is noteworthy that the correlation and defined factorsvwere different for each cluster
  9. Keywords:
  10. Customer Satisfaction ; Market Segmentation ; Data Mining ; Kano Model ; Mobile Telecom Operators ; Three Factor Theory ; Mobile Industry

 Digital Object List

 Bookmark

No TOC