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| Author: | Iniesta, M. A. Sanchez, M. |
| Title: | Retail-consumer commitment and market segmentation |
| Journal: | International Review of Retail, Distribution and Consumer Research
2002 : JUL, VOL. 12:3, p. 261-280 |
| Index terms: | BANKS CONSUMERS LOYALTY SEGMENTATION |
| Language: | eng |
| Abstract: | Customer's commitment has become a main mediating goal for many companies. It appears to be a promising market segmentation criterion. In this sense, the present work focuses on commitment as a possible criterion to segment the consumers' market. It starts by analysing the importance of consumer commitment for companies. After the review of the literature of commitment at different relationship levels, a definition and a multidimensional structure is proposed for this construct. The study performs a segmentation analysis of bank customers. Three clusters of clients are identified according to their level of commitment. Main conclusions and its implications for marketing management are pointed out. |
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