Market segmentation in container shipping services: a qualitative study

Balci G., ÇETİN İ. B.

MANAGEMENT RESEARCH REVIEW, cilt.40, sa.10, ss.1100-1116, 2017 (ESCI) identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 40 Sayı: 10
  • Basım Tarihi: 2017
  • Doi Numarası: 10.1108/mrr-01-2017-0012
  • Dergi Adı: MANAGEMENT RESEARCH REVIEW
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus
  • Sayfa Sayıları: ss.1100-1116
  • Anahtar Kelimeler: Qualitative research, B2B marketing, Market segmentation, Container shipping, Business-to-business service, Sea transportation, CARRIER SELECTION CRITERIA, MODEL, DIFFERENTIATION, EXPLORATION
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

Purpose - Container shipping is a standardized business-to-business service market where carriers need to stay customer focused to survive. Market segmentation is an ideal solution to develop customized marketing programs for each segment, but container lines need personalized marketing programs for each customer. Hence, the purpose of this study is to develop a segmentation framework that can help container lines to profile each customer more efficiently considering their needs, strategic importance and demographics.