The Impact of Standardization of Variables on the Outcomes of Service Market Segmentation,

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F14%3A39898277" target="_blank" >RIV/00216275:25310/14:39898277 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The Impact of Standardization of Variables on the Outcomes of Service Market Segmentation,
Original language description
The most widely used methods of market segmentation include the cluster analysis. Her application within market segmentation is accompanied by two strategic decisions as follows: what criteria to use for input into the cluster analysis and how many clusters to discover. The decision on the used criteria is then connected with the question of the need to standardize variables, where literature takes different stands on this topic. Therefore, the paper specifies and discusses, using a particular example of segmentation, the problems relating to the use of attitude scales, including the method of standardization proposed by us. It shows and discusses the outcomes of the performed segmentation of the customers of chosen unbranded garages. The segmentationwas performed from the point of view of perception of the importance of the chosen types of offered services when deciding about a repeated use of the garage services. It is based on the outcomes of primary quantitative research performed
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
SGEM Conference on Political Sciences, Law, Finance, Economics and Tourism, Conference proceedings, Volume III, "Economics and Tourism"
ISBN
978-619-7105-27-8
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
621-628
Publisher name
SGEM
Place of publication
Sofia
Event location
Albena
Event date
Sep 3, 2014
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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