An empirical investigation of customer preferences in mobile services

Abstract

Expanding and maintaining a loyal customer base appears to be a daunting task for mobile service providers. This article purports that service providers could try to gain valuable insight into consumer preferences, and design mobile service packages accordingly, the objective being determination of the relative importance of attributes in consumer choice processes related to service packages. Conjoint Analysis was used to analyze how customers trade off among various salient factors in selecting a package. Further, conjoint models have been suggested for different demographic subgroups. This provides implicit opportunities to mobile service providers for deploying benefit segmentation as a strategy and developing customized mobile service packages for different customer segments. © 2010 Macmillan Publishers Ltd.