Article

Market segmentation in container shipping services: A qualitative study

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Abstract
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. Design/methodology/approach – This study has adopted an exploratory approach. Semi-structured interviews were conducted with managers of
container lines. Findings –Segmentation bases are the type of customer, container volume, loyalty, seasonality, decision maker, the industry of shipper, cargo characteristics, container type, destination region and export/import. Market segmentation in container shipping can be helpful in developing effective customized marketing offering, including effective price discrimination and customized marketing communications.

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Ketersediaan

Informasi Detail

Judul Seri

Market segmentation in container shipping services: A qualitative study

No. Panggil

ATC PO GOK a

Penerbit

: Emerald Insight., 2017

Deskripsi Fisik

28 halaman

Bahasa

English

ISBN/ISSN

-

Klasifikasi

ATC

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

online resource

Edisi

Management Research Review

Subjek

Security Management Port
Port Services
Port Marketing

Info Detail Spesifik

28 Halaman

Pernyataan Tanggungjawab

Gökcay BALCI

Versi lain/terkait

Lampiran Berkas

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