Связанные с отношениями ожидания и затраты клиентов как основание для сегментации: предварительные данные по банковской отрасли
Димитриадис С.

Аннотация

Статья посвящена позитивным и негативным ожиданиям клиентов банков от долговременного сотрудничества с ними. В качестве инструмента определения целей клиентов и позиционирования предложена сегментация, основанная на связанных с отношениями выгодах и затратах.

Содержание

Введение;

Обзор литературы;

Выгоды отношений;

Затраты отношений;

Переменные сегментации;

Демографические и психографические переменные;

Поведенческие переменные;

Методология;

Качественное исследование;

Опрос;

Выборка;

Параметры;

Результаты;

Ожидаемые выгоды и затраты отношений;

Процедура сегментации;

Обсуждение;

Практические выводы;

Ограничения и направления для дальнейших исследований;

Приложение 1.;

Методология качественного исследования;

Приложение 2.;

Список пунктов;

Ключевые слова: выгоды отношений, затраты отношений, сегментация, маркетинг отношений, банковское дело, управление отношениями
Журнал: «Маркетинг и финансы» — №2, 2012 (© Издательский дом Гребенников)
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Димитриадис Сергиос

Старший преподаватель кафедры маркетинга и коммуникаций, Афинский университет экономики и бизнеса.

г. Афины, Греция

Является автором двух книг по брендингу и электронной коммерции и нескольких статей по электронному маркетингу и маркетингу услуг.