Segmentação de mercado no setor de comunicações móveis utilizando mapas auto-organizáveis de Kohonen (Mobile Communications Market Segmentation: An Analysis of Data Combining Self-organizing Maps and Structural Equation Modeling)

Gutembergue Soares da Silva (guttembbergue@gmail.com)1, Teófilo Camara Mattozo (mattozo@oi.com.br)1, José Alfredo Ferreira Costa (jafcosta@gmail.com)1, André Pedro Fernandes Neto (andrepedro@ufersa.edu.br)2, Ricardo Luiz Soares de França (ricardoluizsf@gmail.com)1


1Universidade Federal do Rio Grande do Norte
2Universidade Federal Rural do Semi-Árido

This paper appears in: Revista IEEE América Latina

Publication Date: July 2015
Volume: 13,   Issue: 7 
ISSN: 1548-0992


Abstract:
Market segmentation is a vital part of an organization's marketing because it provides a convenient way for the development of services, strategies and differentiated positioning. This study uses an approach that combines the Self-Organizing Maps of Kohonen (SOM) with the technique of Structural Equation Modeling (SEM) in the application of a segmentation issue in the Brazilian mobile marketing, one of the most competitive in the world. A model of satisfaction in mobile communications is used with the SEM to examine the moderation effects on customer segments. The results show that the combination of the techniques was found to be an adequate validation of the segmentation with structural models, being investigated various demographic, socioeconomic and behavioral factors of the customers. Furthermore, it was found that the moderating effect of the segmentation performed can affect the assessment of the overall satisfaction, especially the relationship with their background, quality, value and image.

Index Terms:
Market Segmentation, Mobile Communications, Self-Organizing Maps (SOM), Structural Equation Modeling, Structural and Factorial Invariance   


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