Automotive telematics market segmentation based on quality expectations
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This paper explores the possibility of segmentation of consumers based on their quality expectationstoward the automotive telematics service. Hypotheses on utilizing consumers’ expectations toward theautomotive telematics service for the market segmentation and linking the segments with optimalproduct designs are formulated. Samples are segmented based on their perceived service quality tothe service attributes from various configurations of automotive telematics service. Then, a regressionanalysis on the segmented groups of users is performed to check whether they have qualitativelydiffering evaluation on the service quality. The result indicates that the proposed segmentation isoperational and differing product attributes configuration is desirable according to the characteristicsof the consumer segment. Hence, according to the characteristics of each consumer segment formedbased on their expectation toward the telematics service, a product differentiation strategy of theautomotive telematics system can be designed and be proposed to the product line designer.
Abstract
This paper explores the possibility of segmentation of consumers based on their quality expectationstoward the automotive telematics service. Hypotheses on utilizing consumers’ expectations toward theautomotive telematics service for the market segmentation and linking the segments with optimalproduct designs are formulated. Samples are segmented based on their perceived service quality tothe service attributes from various configurations of automotive telematics service. Then, a regressionanalysis on the segmented groups of users is performed to check whether they have qualitativelydiffering evaluation on the service quality. The result indicates that the proposed segmentation isoperational and differing product attributes configuration is desirable according to the characteristicsof the consumer segment. Hence, according to the characteristics of each consumer segment formedbased on their expectation toward the telematics service, a product differentiation strategy of theautomotive telematics system can be designed and be proposed to the product line designer.
참고문헌 (51)
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