Customer loyalty analysis aims at detecting suitable strategies to strengthen loyalty of customers. Like in customer satisfaction analysis, PLS-Path Modeling (PLS-PM) appears to be a suitable technique to attain this goal. Basic PLS-PM assumes homogene- ity over population so, since customers have different loyalty behaviors, a PLS-path model should be applied to each homogeneous subgroup. Nevertheless, as this grouping is unknown before starting customer loyalty analysis, two ways are practicable: (i) to carry out a-priori marketing segmentation followed by local PLS-path models; (ii) to carry out both actions by model-based segmentation. This paper puts forward some considerations about these two different approaches.

Clusterwise pls-path modelling for customer loyalty analysis in heterogeneous markets: a case study on the customers of a superstore

CHIRICO, PAOLO;LO PRESTI, Anna
2011

Abstract

Customer loyalty analysis aims at detecting suitable strategies to strengthen loyalty of customers. Like in customer satisfaction analysis, PLS-Path Modeling (PLS-PM) appears to be a suitable technique to attain this goal. Basic PLS-PM assumes homogene- ity over population so, since customers have different loyalty behaviors, a PLS-path model should be applied to each homogeneous subgroup. Nevertheless, as this grouping is unknown before starting customer loyalty analysis, two ways are practicable: (i) to carry out a-priori marketing segmentation followed by local PLS-path models; (ii) to carry out both actions by model-based segmentation. This paper puts forward some considerations about these two different approaches.
STATISTICA APPLICATA
21 (3-4)
265
279
Customer loyalty; PLS-path modeling; REBUS.
PAOLO CHIRICO; ANNA LO PRESTI
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/2318/99068
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