NDLI: Heterogeneity of customers of personal image services: a segmentation based on value co-creation

Content Provider	Springer Nature Link
Author	Cossío Silva, F. J. Revilla Camacho, M. A. Vega Vázquez, M.
Copyright Year	2013
Abstract	The aim of this work is to gain an understanding of the heterogeneity of the customers of service firms dedicated to personal care. This comes from their participation in the value co-creation process. We later analyze if the distribution of the satisfaction variable is the same between the previously-identified groups. This analysis is carried out via a latent class segmentation. The empirical research data was obtained from a sample of users of firms from the Spanish sector of hairdressing and aesthetics. This is mostly made up of young, self-employed entrepreneurs and microenterprises. 547 questionnaires were correctly completed and included in the study. The use of the customers’ involvement in value co-creating as a segmentation criteria resulted in the users being put into two groups. It was thus verified that there are differences in the distribution of the satisfaction variable between the two groups studied. The main contribution of the study stems from considering the value co-creation behavior as a valid criterion for the segmentation of customers of aesthetics and personal care services. This facilitates the decision-making related to the marketing policies of the firms in the sector.
Starting Page	619
Ending Page	630
Page Count	12
File Format	PDF
ISSN	15547191
Journal	International Entrepreneurship and Management Journal
Volume Number	9
Issue Number	4
e-ISSN	15551938
Language	English
Publisher	Springer US
Publisher Date	2013-05-10
Publisher Place	Boston
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Value co-creation Heterogeneity Latent class segmentation Service firms Entrepreneurs Entrepreneurship Management/Business for Professionals Emerging Markets/Globalization
Content Type	Text
Resource Type	Article
Subject	Management Information Systems Management of Technology and Innovation

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

Business creation by immigrant entrepreneurs in the valencian community. The influence of education

Understanding the main drivers of value creation in an open innovation program

Overconfidence and risk perceptions: do they really matter for venture creation decisions?

Good times, bad times: entrepreneurship and the business cycle

Entrepreneurial intervention in electronic markets: the influence of customer participation

The impact of national culture and type of entrepreneurs on outsourcing

Entrepreneurial firms’ choice of ownership forms

Clustering of Angolan entrepreneurs: an analysis of their entrepreneurial posture

Exploring entrepreneurs’ human capital components and effects on learning orientation in early internationalizing firms

Heterogeneity of customers of personal image services: a segmentation based on value co-creation

Similar Documents

Business creation by immigrant entrepreneurs in the valencian community. The influence of education

Understanding the main drivers of value creation in an open innovation program

Overconfidence and risk perceptions: do they really matter for venture creation decisions?

Good times, bad times: entrepreneurship and the business cycle

Entrepreneurial intervention in electronic markets: the influence of customer participation

The impact of national culture and type of entrepreneurs on outsourcing

Entrepreneurial firms’ choice of ownership forms

Clustering of Angolan entrepreneurs: an analysis of their entrepreneurial posture

Exploring entrepreneurs’ human capital components and effects on learning orientation in early internationalizing firms

Heterogeneity of customers of personal image services: a segmentation based on value co-creation