An Empirical Analysis on a Predictive Method of Systematic Segmentation in Volatile High-Tech Markets

Abstract

High-tech markets are unpredictable owing to rapid technology innovation, diverse customer needs, high competition, and other elements. Many scholars have attempted to explain the uncertainty in high-tech markets using their own various approaches. However, sufficiently clear ways to predict diverse changes and trends in hightech markets have yet to be presented. Thus, this paper proposes a new approach model, that is, systematic market segmentation, to give more accurate information. Using an empirical dataset from the mobile handset market in the Republic of Korea, we conduct our research model consisting of three steps. First, we categorize nine basic segments. Second, we test the stability of these segments. Finally, we profile the characteristics of the customers and products. We conclude that the approach is able to offer more diagnostic information to both practitioners and scholars. It is expected to provide rich information for an appropriate marketing mix in practice.

Electronic customer relationship management and customer retention of deposit money banks in Dutsin-Ma, Nigeria

“…Since customer satisfaction is a post-purchase experience, these features are critical for increasing customer's post purchase satisfaction via one-to-one communication and support from company's website. [36,37,38,39,40] The main purpose of E-CRM is not only to bring changes in the marketing domain but also improve company's efficiency in building and managing customer relationships, improving customer's services and retaining them to increase profitability (Adin et al, 2019).…”