Market segmentation in container shipping services: a qualitative study

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dc.authorid0000-0002-1306-5781en_US
dc.contributor.authorBalcı, Gökçay
dc.contributor.authorCetin, Ismail Bilge
dc.date.accessioned2021-03-20T20:14:09Z
dc.date.available2021-03-20T20:14:09Z
dc.date.issued2017
dc.departmentBTÜ, Denizcilik Fakültesi, Denizcilik İşletmeleri Yönetimi Bölümüen_US
dc.descriptionBalci, Gokcay/;en_US
dc.description.abstractPurpose - Container shipping is a standardized business-to-business service market where carriers need to stay customer focused to survive. Market segmentation is an ideal solution to develop customized marketing programs for each segment, but container lines need personalized marketing programs for each customer. Hence, the purpose of this study is to develop a segmentation framework that can help container lines to profile each customer more efficiently considering their needs, strategic importance and demographics. Design/methodology/approach - This study has adopted an exploratory approach. Semi-structured interviews were conducted with managers of container lines. Findings - Segmentation bases are the type of customer, container volume, loyalty, seasonality, decision maker, the industry of shipper, cargo characteristics, container type, destination region and export/import. Market segmentation in container shipping can be helpful in developing effective customized marketing offering, including effective price discrimination and customized marketing communications. Practical implications - A port-specific segmentation approach was adopted and a flexible segmentation framework was proposed for container lines to adapt in different hinterlands. Originality/value - Unlike the literature, this study suggests market segmentation can be very helpful in customized marketing in business-to-business services like container shipping industry. This study also suggests port-specific market segmentation for container lines instead of route-specific.en_US
dc.identifier.doi10.1108/MRR-01-2017-0012en_US
dc.identifier.endpage1116en_US
dc.identifier.issn2040-8269
dc.identifier.issn2040-8277
dc.identifier.issue10en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.startpage1100en_US
dc.identifier.urihttp://doi.org/10.1108/MRR-01-2017-0012
dc.identifier.urihttps://hdl.handle.net/20.500.12885/1005
dc.identifier.volume40en_US
dc.identifier.wosWOS:000414961800004en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.institutionauthorBalcı, Gökçay
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofManagement Research Reviewen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectQualitative researchen_US
dc.subjectB2B marketingen_US
dc.subjectMarket segmentationen_US
dc.subjectContainer shippingen_US
dc.subjectBusiness-to-business serviceen_US
dc.subjectSea transportationen_US
dc.titleMarket segmentation in container shipping services: a qualitative studyen_US
dc.typeArticleen_US

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