Deriving and exploring behavior segments within a retail loyalty card program
Deriving and exploring behavior segments within a retail loyalty card program
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衍生和探索零售忠诚卡计划中的行为细分
DOI：
10.1108/03090560610702830
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发表时间：
2006
影响因子：
4.4
通讯作者：
Lenita M. Davis
中科院分区：
文献类型：
--
作者：
A. Allaway;Richard M. Gooner;D. Berkowitz;Lenita M. Davis
目的——尽管零售忠诚度计划不断涌现，但人们对其中消费者行为模式的差异知之甚少。忠诚度计划中可能有几个独特的细分市场，识别这些细分市场并分析它们之间的差异可能会产生重大的管理影响。本文旨在调查在零售忠诚度类型计划中派生有意义的、管理相关的客户群的潜力。 设计/方法/途径——美国一家主要零售商对零售忠诚卡计划进行一年测试的数据被用来派生基于顾客的细分市场，并探索细分市场差异的决定因素和战略影响。采用数字分类法将 57,650 名忠诚卡计划会员分为不同的部分。聚类分析用于根据一组管理相关变量生成一系列潜在的市场结构。使用筛选技术选择最合适的市场结构...
Purpose – Despite the proliferation of retail loyalty programs, little is known about differences in the behavior patterns of the consumers within them. There may be several unique segments within a loyalty program, and significant managerial implications may accrue from identification of these segments and analysis of differences among them. This paper aims to investigate the potential for deriving meaningful, managerially relevant customer segments within a retail loyalty‐type program.Design/methodology/approach – Data from the one‐year test of a retail loyalty card program by a major US retailer were used to derive patronage‐based segments and explore determinants of segment differences and strategy implications. A numerical taxonomy process was used to group 57,650 loyalty‐card program members into distinct segments. Cluster analysis was used to generate a range of potential market structures on a set of managerially relevant variables. The most appropriate market structure was selected using scree te...