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From Market Segmentation to Customer Loyalty

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  • Ivan Sciascia

Abstract

Customer satisfaction and customer loyalty are indicators of competitiveness for companies. In this work we considered the analysis of the relationship be- tween satisfaction and loyalty through a logistic regression model. We also related the results in a market segmentation model based on a latent class analysis that considered responses to value items. Through a survey the results of this latent class model made it possible to evaluate the dynamism of belonging to different classes based, for example, on affinity with altruistic and self realization values.

Suggested Citation

  • Ivan Sciascia, 2023. "From Market Segmentation to Customer Loyalty," International Journal of Business and Management, Canadian Center of Science and Education, vol. 18(4), pages 192-192, August.
    • Handle: RePEc:ibn:ijbmjn:v:18:y:2023:i:4:p:192
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    References listed on IDEAS

    as
    1. Novak, Thomas P & MacEvoy, Bruce, 1990. "On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 105-109, June.
    2. Shuba Srinivasan & Oliver J. Rutz & Koen Pauwels, 2016. "Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity," Journal of the Academy of Marketing Science, Springer, vol. 44(4), pages 440-453, July.
    3. Ivan Sciascia, 2022. "Customer Loyalty as Measure of Competitiveness," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 14(1), pages 1-1, December.
    4. Ligas, Mark & Chaudhuri, Arjun, 2012. "The moderating roles of shopper experience and store type on the relationship between perceived merchandise value and willingness to pay a higher price," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 249-258.
    5. Kamakura, Wagner A & Mazzon, Jose Afonso, 1991. "Value Segmentation: A Model for the Measurement of Values and Value Systems," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 208-218, September.
    6. Kamakura, Wagner A & Novak, Thomas P, 1992. "Value-System Segmentation: Exploring the Meaning of LOV," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 119-132, June.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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