A study of chain hotel service factors and market segmentation for mobile commerce customers: Using mobile application services as an example

摘要

With the diverse development of mobile applications (apps), mobile devices can provide a wide range of services, this study was to construct and verify the convenience service for customers in chain hotels in terms of mobile commerce. We proposed five service dimensions by customers' perception, included usage convenience, post-benefit convenience, benefit convenience, transaction convenience, and decision convenience. Consequently, the segmentation analysis clarified into 3 groups. Finally, the suggestions of marketing operation were illustrated.