Market segmentation, service quality, and overall satisfaction: self-organizing map and structural equation modeling methods

Market segmentation, service quality, and overall satisfaction: self-organizing map and... In a service-dominant paradigm, service is the core of society and industry. This study explores the hierarchical roles of core service, facilitating service, and supporting service that affect customer satisfaction in the service industry. Cable TV services in Taiwan are employed as an example, because their penetration rate in is over 70% with customer experience for over 20 years. In this study, customers are first segmented by the self-organizing map (SOM) technique and then service quality is measured with SERVPREF method. A proposed model, derived from the service marketing literature, is tested with structural equation modeling (SEM). Finally, moderating effects of customer segments on the proposed SEM model are examined. Results show the SOM technique is a valid method for market segmentation. Additionally, the moderating effect of market segments may impact the evaluation of core service quality (CSQ) and overall satisfaction. Furthermore, CSQ determines overall satisfaction for heavy users, whereas facilitating service quality greatly influences younger consumers’ satisfaction. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

Market segmentation, service quality, and overall satisfaction: self-organizing map and structural equation modeling methods

Loading next page...
 
/lp/springer_journal/market-segmentation-service-quality-and-overall-satisfaction-self-r9XyE7Szl6
Publisher
Springer Netherlands
Copyright
Copyright © 2011 by Springer Science+Business Media B.V.
Subject
Social Sciences, general; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
D.O.I.
10.1007/s11135-011-9577-z
Publisher site
See Article on Publisher Site

Abstract

In a service-dominant paradigm, service is the core of society and industry. This study explores the hierarchical roles of core service, facilitating service, and supporting service that affect customer satisfaction in the service industry. Cable TV services in Taiwan are employed as an example, because their penetration rate in is over 70% with customer experience for over 20 years. In this study, customers are first segmented by the self-organizing map (SOM) technique and then service quality is measured with SERVPREF method. A proposed model, derived from the service marketing literature, is tested with structural equation modeling (SEM). Finally, moderating effects of customer segments on the proposed SEM model are examined. Results show the SOM technique is a valid method for market segmentation. Additionally, the moderating effect of market segments may impact the evaluation of core service quality (CSQ) and overall satisfaction. Furthermore, CSQ determines overall satisfaction for heavy users, whereas facilitating service quality greatly influences younger consumers’ satisfaction.

Journal

Quality & QuantitySpringer Journals

Published: Aug 31, 2011

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 12 million articles from more than
10,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Unlimited reading

Read as many articles as you need. Full articles with original layout, charts and figures. Read online, from anywhere.

Stay up to date

Keep up with your field with Personalized Recommendations and Follow Journals to get automatic updates.

Organize your research

It’s easy to organize your research with our built-in tools.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve Freelancer

DeepDyve Pro

Price
FREE
$49/month

$360/year
Save searches from Google Scholar, PubMed
Create lists to organize your research
Export lists, citations
Read DeepDyve articles
Abstract access only
Unlimited access to over
18 million full-text articles
Print
20 pages/month
PDF Discount
20% off