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研究生(外文):Ru-Ting Pan
論文名稱(外文):An Investigation of the Profitability-based Customer Segmentation
外文關鍵詞:Customer SatisfactionCustomer Relationship ManagementDiscriminant AnalysisDecision TreePurchase IntentionsPrimary BankCurrent ProfitabilityCustomer Segmentation
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Customer segmentation is an important issue for firms. With proper segmentation, corporate could make targeting and positioning strategies for each segment. In the past, most customer segmentation theories focused on the whole market and classify all potential customers. However, for the past several years, customer relationship management (CRM) has received much attention from both the academies and the practitioners. The goal of CRM calls for the building of a customer-centric organization based on one-to-one marketing concept. There are two main drivers behind the popularity of CRM. One focuses on customer loyalty because the profit contributions from old customers are much higher than that of acquiring new customers. And the other puts emphasis on customized service so as to increase customer share (or share of wallet) instead of market share. This trend also influences customer segmentation theories as well. Firms pay more attention to the classification of “existing customers” and develop specific marketing strategies for each segment.
It is well recognized in marketing research that loyalty is highly related to service quality and customer satisfaction. Customer satisfaction has long been considered as a main factor to affect customer loyalty, and ultimately the bottom line of the business. For the past decade, American Customer Satisfaction Index (ACSI) and European Customer Satisfaction Index (ECSI) have been proposed as the de facto measures for customer satisfaction. Research on CSI and loyalty are abundant; however, there is hardly any research on linking CSI with customer segmentation. Hence, the purposes of this research are to combine them and develop a new segmentation concept for existing customers. We try to classify customers by “current profitability” and “purchase intentions” and draw a segmentation matrix. Discriminant Analysis and Decision Tree are applied to find the most significant variables in classifying each group. The research focuses on financial industry. A famous commercial bank in Taiwan offers required customer data.
謝辭 i
論文摘要 ii
Abstract iii
1. Introduction 1
1.1. Research Motivation 1
1.2. Research Objectives and Scope 2
2. Literature Review 4
2.1. Customer Segmentation 4
2.2. Perceived Service Quality 6
3. Research Model 11
3.1. Conceptual Model 11
3.2. Questionnaire Design 14
4. Data Analysis and Results 17
4.1. Data Collection 17
4.2. Analysis on Current Profitability 18
4.3. Analysis on Purchase Intentions 23
4.4. Analysis on Current Profitability & Purchase Intention 28
4.5. Comparison of the Results 34
5. Conclusion 35
5.1. Findings 35
5.2. Contribution 35
5.3. Limitations & Suggestions for Future Research 39
Reference 40
Appendix A: Questionnaire 44
Appendix B: Variable Content 47
Appendix C: Structure of All Effective Samples 49
Appendix D: Demographic Data 51
Appendix E: Discriminant Analysis Result 53
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