Customer Loyalty Analysis in an heterogeneus market: a comparison between a priori segmentation and model based segmentation

Paolo CHIRICO, LO PRESTI A.

Risultato della ricerca: Contributo alla conferenzaContributo in Atti di Convegno

Abstract

Aim of Customer Loyalty Analysis is detecting suitable strategies to make loyal a customer. Like in Customer Satisfaction Analysis PLS-Path Modeling (PLSPM) is a suitable technique. As PLS-PM assumes homogeneity over population and customers’ behaviors are different about loyalty, a PLS-Path model should be run in each homogeneous subgroup. Nevertheless these groups are not known. Then two way are possible: to use an a priori marketing segmentation or to adopt a model-based segmentation. The paper presents a short reflection on these different approaches.
Lingua originaleInglese
Pagine357-360
Numero di pagine4
Stato di pubblicazionePubblicato - 1 gen 2009
Evento7° Meeting of the Classification and Data Analyisis Group of the Italian Statistical Society - Catania
Durata: 1 gen 2009 → …

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???event.eventtypes.event.conference???7° Meeting of the Classification and Data Analyisis Group of the Italian Statistical Society
CittàCatania
Periodo1/01/09 → …

Keywords

  • Customer Loyalty
  • Market Segmentation
  • PLS-Path Modelling

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