A case study of clustering service strategies to smartphone users

Pei-Hsuan Hsieh

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

A conventional clustering service strategy to divide smart phone users requesting for customer services is based on service levels, e.g., usage support, product maintenance, and others. To provide higher quality services, innovative strategies in clustering services are critical to service providers. Varied factors have to be considered before service agents interact with customers. Therefore, this study purpose is to help service providers find innovative clustering service strategies by conducting qualitative research methods. In cooperation with a case company in Taiwan, a systematically randomized method is adopted to obtain marketing data of the smarphone users' basic information in between 2010 and the latter half of 2011. In total, 23 recordings of interviews obtained between agents and users (averaging 8.03 minutes each) are transcribed and then analyzed by using Nvivo 9.0. As a result, this study finds four fundamental elements that demanded special attention from 377 notable points in all service processes. Finally, an innovative clustering service strategy, TEACHER, is obtained after incorporating analysis results of service content details which are pertaining to a three-phase service (i.e., activation, delivering, termination). Detailed descriptions about the application of this innovative strategy are provided.

Original languageEnglish
Title of host publicationProceedings - 2012 International Joint Conference on Service Sciences, Service Innovation in Emerging Economy
Subtitle of host publicationCross-Disciplinary and Cross-Cultural Perspective, IJCSS 2012
Pages191-193
Number of pages3
DOIs
Publication statusPublished - 2012 Jul 30
Event2012 International Joint Conference on Service Sciences, Service Innovation in Emerging Economy: Cross-Disciplinary and Cross-Cultural Perspective, IJCSS 2012 - Shanghai, China
Duration: 2012 May 242012 May 26

Publication series

NameProceedings - 2012 International Joint Conference on Service Sciences, Service Innovation in Emerging Economy: Cross-Disciplinary and Cross-Cultural Perspective, IJCSS 2012

Other

Other2012 International Joint Conference on Service Sciences, Service Innovation in Emerging Economy: Cross-Disciplinary and Cross-Cultural Perspective, IJCSS 2012
CountryChina
CityShanghai
Period12-05-2412-05-26

All Science Journal Classification (ASJC) codes

  • Management of Technology and Innovation

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