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Technology Inclination-based Segments of Indian Customers

Atanu Adhikari is Doctoral Candidate, ICFAI Institute for Management Teachers, 3rd Floor, Astral Heights, Road No. 1, Banjara Hills, Hyderabad 500 034. E-mail: adhatanu{at}yahoo.com

A.K. Rao

A.K. Rao is Professor, ICFAI Institute for Management Teachers, 3rd Floor, Astral Heights, Road No. 1, Banjara Hills, Hyderabad 500 034. E-mail: raoarza{at}yahoo.com

Although technology plays a significant role in service management, adoption of technology-enabled services depends not only on technology readiness of service consumers, but also their inclination towards technology from traditional way of marketing. This article attempts to identify the dimensions that influence consumers’ inclination to use technology-enabled services, and to segment service consumers. Primary data were collected from consumers in 12 cities in India, and analysed using factor analytical techniques. Six dimensions were identified, which were used to segment the consumers. Using cluster analysis technique, four customer segments with distinct response styles were identified. These clusters are validated. The implication of the results to researchers and practitioners are discussed.

Journal of Creative Communications, Vol. 1, No. 3, 219-233 (2006)
DOI: 10.1177/097325860600100301


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