| Autor: |
Haverila, Matti, Haverila, Kai Christian, McLaughlin, Caitlin |
| Předmět: |
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| Zdroj: |
Journal of Business & Industrial Marketing; 2024, Vol. 39 Issue 5, p902-918, 17p |
| Abstrakt: |
Purpose: This paper aims to examine project management segments based on customer satisfaction drivers and loyalty rather than traditional demographic or behavioural variables. Design/methodology/approach: Data were gathered over 18 consecutive months, and 3,129 surveys were completed using a questionnaire. The statistical methods included partial least squares (PLS) structural equation modelling, finite mixture segmentation, prediction-oriented segmentation (PLS-POS) and multi-group analysis (PLS-MGA). Findings: The findings indicate the existence of three segments among system delivery project customers based on the differences in the strengths of the path coefficients in the customer-centric structural model. In Segment 1, satisfaction based on the proposal was crucial for loyalty, with the value-for-money construct negatively impacting the repurchase intent construct. Segment 2 had a solid value-for-money orientation. In Segment 3, the critical path indicated that satisfaction drove repurchase intention, with satisfaction based mainly on the installation. Originality/value: The research contributes to the segmentation theory by introducing a new way to segment the systems delivery projects customers based on the perceived strength of the relationships in a customer-centric structural model, which aligns with traditional segmentation theory in a way that most segmentation analyses do not. A new segmentation approach to the domain of project management theory is presented. Based on the results, treating the system delivery project customer base as a single homogenous group can lead to managerially misleading conclusions. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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