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RESEARCH PRODUCT

Latent segmentation in business-to-business based on information and communication technology and relationship variables

subject

description

Our work is focused on the segmentation analysis in the Spanish tourist industry. Using a sample of travel agencies who evaluated the relationship with their main supplier (relationship value, relationship benefits and perceived information and communication technologies (ICTs) use), we attempt to examine the utility of these variables as specific and subjective segmentation criteria for identifying heterogeneous groups. The estimation of a finite mixture model suggests that these bases are able to discriminate firms into six latent classes with different levels of ICT use and relationship variables. The novelty in this work lies in the application of latent segmentation methodology and the simultaneous use of bases associated with ICT and relationship variables in business-to-business tourism.