Estimation of consumer preferences on mobile services in secondary education

Abstract

This paper deals with the problem of revealing the preferences for the services that the customers are not familiar with. The services are based on Near-Field-Communication and provide support during the process of education. The goal of the paper is to analyze the utilities of separate services in order to assess which of them to put into bundle. During the research a full-profile conjoint analysis was used to process the data collected via on-line questionnaire. The main findings of the paper show that the respondents are represented by two clusters, with different results showing the level of perceived utility of the services. Those respondents who have elementary school children find the “identification” service useful, while the respondents with older children show negative perceived utility of the service. Both clusters agreed in the opinion of the positive utility of the “wallet” service, negative utility of the “travel pass” service and the positive effect of the discount on the likelihood to purchase the bundle.