The use of quality expectations to segment a service market

Reports some findings with respect to the possibility of classifying service consumers on the basis of their quality expectations. After reviewing traditional types of market segmentation, two hypotheses related to the applicability of service quality expectations as a grouping variable are formulated. Then, findings from a study developed in the tourism industry are presented, using the Chow test to verify the mentioned hypotheses. The study indicates that the segmentation proposed is operational and that, in general, the aspects for which the customers have greater expectations are those which influence their satisfaction to a greater extent. Finally, managerial implications are discussed based on the results of the study