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

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

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

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2014

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

621-628

Název nakladatele

SGEM

Místo vydání

Sofia

Místo konání akce

Albena

Datum konání akce

3. 9. 2014

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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