University of Surrey

Test tubes in the lab Research in the ATI Dance Research

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.

[img]
Preview
PDF
JBR.pdf
Available under License : See the attached licence file.

Download (201kB)
[img]
Preview
PDF (licence)
SRI_deposit_agreement.pdf

Download (33kB)

Abstract

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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
AuthorsEmailORCID
Floh, AUNSPECIFIEDUNSPECIFIED
Zauner, Alexander, UNSPECIFIEDUNSPECIFIED
Koller, Monika, UNSPECIFIEDUNSPECIFIED
Rusch, Thomas, UNSPECIFIEDUNSPECIFIED
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
URI: http://epubs.surrey.ac.uk/id/eprint/772713

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year


Information about this web site

© The University of Surrey, Guildford, Surrey, GU2 7XH, United Kingdom.
+44 (0)1483 300800