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.

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

CHIRICO, PAOLO;LO PRESTI, Anna
2009-01-01

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.
7° Meeting of the Classification and Data Analyisis Group of the Italian Statistical Society
Catania
September 9-11, 2009
Book of Short Papers
CLEUP
357
360
9788861294066
Customer Loyalty; Market Segmentation; PLS-Path Modelling
P. CHIRICO; A. LO PRESTI
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2318/66101
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