Customer segmentation using unobserved heterogeneity in the perceived value - loyalty-intentions link
Floh, A, Zauner, Alexander, , Koller, Monika, and Rusch, Thomas, (2014) Customer segmentation using unobserved heterogeneity in the perceived value - loyalty-intentions link Journal of Business Research, 67 (5). pp. 974-982.
Available under License : See the attached licence file.
Multiple facets of perceived value perceptions drive loyalty intentions. However, this value-loyalty link is not uniform for all customers. In fact, the present study identifies three different segments that are internally consistent and stable across different service industries, using two data sets: the wireless telecommunication industry (sample size 1,122) and the financial services industry (sample size 982). Comparing the results of a single-class solution with finite mixture results confirms the existence of unobserved customer segments. The three segments found are characterized as “rationalists”, “functionalists” and “value maximizers”. These results point the way for value-based segmentation in loyalty initiatives and reflect the importance of a multidimensional conceptualization of perceived value, comprising cognitive and affective components. The present results substantiate the fact that assuming a homogeneous value-loyalty link provides a misleading view of the market. The paper derives implications for marketing research and practice in terms of segmentation, positioning, loyalty programs and strategic alliances.
|Divisions :||Faculty of Arts and Social Sciences > Surrey Business School|
|Date :||1 May 2014|
|Identification Number :||10.1016/j.jbusres.2013.08.003|
|Additional Information :||NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication.|
|Depositing User :||Symplectic Elements|
|Date Deposited :||18 Sep 2013 10:17|
|Last Modified :||08 Jan 2015 02:33|
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