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Mapping gender and marital roles on customer delight by value perception for mobile technology in India

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  • Dubey, Prince
  • Bajpai, Naval
  • Guha, Sanjay
  • Kulshreshtha, Kushagra

Abstract

The Indian telephony industry is a diverse platform for product and service in customer value perception. The present study organizes and synthesizes the varied research streams for developing a customer value delight (CVD) framework for marketing decisions like segmentation and targeting. The conceptual framework is developed by using ten-value predictor variables and customer delight through divergent viewpoints identified from previous studies. The significance of the segregation proposition is tested through discriminant analysis in three different dimension runs i.e. delight, gender, and marital category. The scholarship behind the study provides insight into an imperative issue of segregating customer delight by perceived value predictors in categories. The perceptual mapping and vector magnitude analysis of value predictors were performed to club customers in two categories of Mid-Town (low/moderate delight) and Extremes (high delight). The analysis rigorously supports the discriminating power of perceived price, perceived benefit, and self-congruity. The salience of study unlocks psychographic and demographic perceptual maps of customer delight with its perceived value predictors for strategic and tactful planning in the mobile industry.

Suggested Citation

  • Dubey, Prince & Bajpai, Naval & Guha, Sanjay & Kulshreshtha, Kushagra, 2020. "Mapping gender and marital roles on customer delight by value perception for mobile technology in India," Technology in Society, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:teinso:v:62:y:2020:i:c:s0160791x18303208
    DOI: 10.1016/j.techsoc.2020.101275
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    References listed on IDEAS

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