Rondan-Cataluña, Francisco Javier; Sanchez-Franco, … - In: The Service Industries Journal 30 (2007) 6, pp. 831-849
The focus in this article is on uncovering segments that describe mobile phone users and on investigating the nature of these segments to get some relevant information. We use a phased approach to reach this objective. First, two segmentation bases have been compared in order to select the best...