Abstract
Identifies market segments for a category of business services, namely building maintenance services. Hitherto there has been little research on business service segmentation. Data has been collected through written surveys and analysed by factor analysis and cluster analysis. Although only one type of business service is analysed, the method is applicable to other types. Four market segments were identified, with respective emphasis on customer focus, relationship seeking, price sensitivity and high expectations. The study indicates the value of segmentation analysis as a planning tool for business services, which is the newest and fastest growing sector in business‐to‐business marketing.
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