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 originale | Inglese |
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Pagine | 357-360 |
Numero di pagine | 4 |
Stato di pubblicazione | Pubblicato - 1 gen 2009 |
Evento | 7° 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 |
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Città | Catania |
Periodo | 1/01/09 → … |
Keywords
- Customer Loyalty
- Market Segmentation
- PLS-Path Modelling