Using quality perceptions to segment customers in services

Autor:	Ka‐shing Woo
Rok vydání:	1998
Předmět:	Marketing Service quality Empirical research Market segmentation Perception media_common.quotation_subject Services marketing Quality (business) Business Marketing research media_common
Zdroj:	Marketing Intelligence & Planning. 16:418-424
ISSN:	0263-4503
DOI:	10.1108/02634509810244435
Popis:	This study highlights some empirical considerations when using service quality as a basis for market segmentation. Past studies have been undertaken using customers’ expectations and service quality attribute importance for deriving segments and then comparing different segments across various behavioural and demographic variables. However, recent literature tends to discredit the incorporation of expectations and attribute importance in measuring service quality. Through an empirical study employing a factor‐cluster analytic technique, the findings suggest that an alternative perception‐based approach is more empirically sound and easy to be put into practice by both academics and practitioners.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1f6cd10db69d27c0fd271646b90ec8bb https://doi.org/10.1108/02634509810244435 Zobrazit plný text záznamu