Search results for "customer segmentation"
showing 3 items of 3 documents
Loyalty Formation for Different Customer Journey Segments
2019
The proliferation of new touchpoints empowers today's customers to design their own journey from search to purchase. To address this new complexity, we segment customers by their use of specific touchpoints in the customer journey, investigate the association of several covariates with segment membership, consider the rise of mobile devices as potential "game changers" of existing segments, and explore how the relationships among product satisfaction, journey satisfaction, customer inspiration, and customer loyalty differ across segments. Based on anticipated utility theory and using latent class analyses on large-scale data from two samples of 2,443 and 2,649 journeys, we identify five tim…
Airlines Customer Segmentation in the Hyper-Competition Era
2019
As the airline industry reaches its maturity, so do the passengers who are looking for more sophistication in terms of the products and services they buy or expect. Offering a large array of services to customers with different expectations who await customization along their journey has become more challenging for airlines all over the world. Coping with changes in a volatile environment means that airlines need to redefine their customer segmentation, evolving from a social-demographic to a more complicated behavioral approach which encompasses the whole traveling experience and the way airlines deliver at every touching point.
How can algorithms help in segmenting users and customers? : A systematic review and research agenda for algorithmic customer segmentation
2023
What algorithm to choose for customer segmentation? Should you use one algorithm or many? How many customer segments should you create? How to evaluate the results? In this research, we carry out a systematic literature review to address such central questions in customer segmentation research and practice. The results from extracting information from 172 relevant articles show that algorithmic customer segmentation is the predominant approach for customer segmentation. We found researchers employing 46 different algorithms and 14 different evaluation metrics. For the algorithms, K-means clustering is the most employed. For the metrics, separation-focused metrics are slightly more prevalent…