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Consumer behavior in the Italian mobile telecommunication market

Author

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  • Mazzoni, Clelia
  • Castaldi, Laura
  • Addeo, Felice

Abstract

This paper investigates the characteristics of Italian cell phone users. A multidimensional segmentation approach was adopted, using concurrently three sets of variables: consumer/user lifestyles, use motivations and product/service attributes. Data on a national sample (1067 individuals) were collected and factor and cluster analysis were then performed on the database. The study led to the identification of three user segments, each with a diverse combination of the segmentation variables. Findings provide implications for the mobile telecommunication industry and could suggest strategic choices to mobile operators--especially cell phone producers--and constitute the basis for their strategic positioning.

Suggested Citation

  • Mazzoni, Clelia & Castaldi, Laura & Addeo, Felice, 0. "Consumer behavior in the Italian mobile telecommunication market," Telecommunications Policy, Elsevier, vol. 31(10-11), pages 632-647, November.
    • Handle: RePEc:eee:telpol:v:31:y::i:10-11:p:632-647
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    Citations

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    Cited by:

    1. de Kervenoael, Ronan & Palmer, Mark & Hallsworth, Alan, 2013. "From the outside in: Consumer anti-choice and policy implications in the mobile gaming market," Telecommunications Policy, Elsevier, vol. 37(6), pages 439-449.
    2. Kim, Byoungsoo, 2012. "The diffusion of mobile data services and applications: Exploring the role of habit and its antecedents," Telecommunications Policy, Elsevier, vol. 36(1), pages 69-81.
    3. Payam Hanafizadeh & Parastou Hatami & Erik Bohlin, 2019. "Business models of Internet service providers," Netnomics, Springer, vol. 20(1), pages 55-99, April.
    4. Saadia Shabnam & Nazrul Islam, 2014. "An Empirical Analysis of Use Motives: Implications for Segmenting Mobile Phone Consumers in Bangladesh," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(1), pages 19-30, February.
    5. Thaichon, Paramaporn & Lobo, Antonio & Prentice, Catherine & Quach, Thu Nguyen, 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1047-1058.
    6. Ghezzi, Antonio & Cortimiglia, Marcelo Nogueira & Frank, Alejandro Germán, 2015. "Strategy and business model design in dynamic telecommunications industries: A study on Italian mobile network operators," Technological Forecasting and Social Change, Elsevier, vol. 90(PA), pages 346-354.
    7. Quach, Thu Nguyen & Thaichon, Paramaporn & Jebarajakirthy, Charles, 2016. "Internet service providers' service quality and its effect on customer loyalty of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 104-113.
    8. Shin, Dong-Hee, 2017. "Quality of Experience in Relation to Personal Informatics Tools: The Analysis and Modelling of Quality of Experience for IoT," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168540, International Telecommunications Society (ITS).
    9. Shin, Dong-Hee, 2015. "Effect of the customer experience on satisfaction with smartphones: Assessing smart satisfaction index with partial least squares," Telecommunications Policy, Elsevier, vol. 39(8), pages 627-641.

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