Amalgamation of partitions from multiple segmentation bases: A comparison of non-model-based and model-based methods
Amalgamation of partitions from multiple segmentation bases: A comparison of non-model-based and model-based methods
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DOI：
10.1016/j.ejor.2009.03.002
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发表时间：
2010-03-01
影响因子：
6.4
通讯作者：
Currim, Imran S.
中科院分区：
文献类型：
--
作者：
Andrews, Rick L.;Brusco, Michael J.;Currim, Imran S.
基于多个基础的客户细分是营销研究中的一个普遍问题。例如，细分服务提供商使用各种人口统计和心理特征以及一系列消费属性（例如品牌忠诚度、转换行为和产品/服务满意度）来划分客户。不幸的是，从多个基地获得的分区通常彼此不一致，使得有效的分区成为一项困难的管理任务。因此，使用多个独立基础构建片段通常需要建立一个代表各个分区的合并或共识的分区。在本文中，我们比较了寻找共识分区的三种方法。前两种方法是确定性的，在共识分区的开发中不使用统计模型，并且代表商业环境中使用的方法，而第三种方法基于有限混合建模。在大规模模拟实验中，有限混合模型比非基于模型的竞争对手产生了更好的保留（验证）分区平均恢复率。这一结果要求对细分服务提供商的当前做法进行重大改变，这些提供商将客户分组以实现与产品和服务的设计和营销相关的各种管理目标。 (C) 2009 Elsevier B.V. 保留所有权利。
The segmentation of customers on multiple bases is a pervasive problem in marketing research. For example, segmentation service providers partition customers using a variety of demographic and psychographic characteristics, as well as an array of consumption attributes such as brand loyalty, switching behavior, and product/service satisfaction. Unfortunately, the partitions obtained from multiple bases are often not in good agreement with one another, making effective segmentation a difficult managerial task. Therefore, the construction of segments using multiple independent bases often results in a need to establish a partition that represents an amalgamation or consensus of the individual partitions. In this paper, we compare three methods for finding a consensus partition. The first two methods are deterministic, do not use a statistical model in the development of the consensus partition, and are representative of methods used in commercial settings, whereas the third method is based on finite mixture modeling. In a large-scale simulation experiment the finite mixture model yielded better average recovery of hold-out (validation) partitions than its non-model-based competitors. This result calls for important changes in the current practice of segmentation service providers that group customers for a variety of managerial goals related to the design and marketing of products and services. (C) 2009 Elsevier B.V. All rights reserved.