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

Димитриадис Сергиос

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;

Бизнес-позиционирование Сегментирование и емкость рынка

Финансы Банковское дело

Ключевые слова: выгоды отношений, затраты отношений, сегментация, маркетинг отношений, банковское дело, управление отношениями

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.

Журнал: «Маркетинг и финансы» — №2, 2012 (© Издательский дом Гребенников)

Объем в страницах: 21

Кол-во знаков: около 47,050

Библиографическая ссылка: печать / интернет

* Деятельность Meta (соцсети Facebook и Instagram) запрещена в России как экстремистская.

1. Aldenderfer M.S., Blashfield R.K. (1984). Cluster Analysis. London: Sage Publications.

2. Beane T.P., Ennis D.M. (1987). «Market segmentation: a review». European Journal of Marketing, Vol. 21, No. 5, pp. 20-42.

3. Beatty S.E., Mayer M., Coleman J.E., Reynolds K.E. and Lee J. (1996). «Customer-sales associate retail relationships)). Journal of Retailing, Vol. 72, No. 3, pp. 223-247.

4. Bendapudi N., Berry L.L. (1997). «Customers' motivations for maintaining relationships with service providers». Journal of Retailing, Vol. 73, No. 1, pp. 15-37.

5. Berry L.L. (1995). «Relationship marketing of services — growing interest, emerging perspectives». Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 236-245.

6. Bitner MJ. (1995). «Building service relationships: it's all about promises». Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 246-251.

7. Bloemer J., Odekerken-Schroder G. (2007). «The psychological antecedents of enduring customer relationships: an empirical study in a bank setting». Journal of Relationship Marketing, Vol. 6, No. 1, pp. 21-43.

8. Bolton R.N. (1998). «A dynamic model of the duration of the customer's relationship with a continuous service provider: the role of satisfactions Marketing Science, Vol. 17, No. 1, pp. 45-65.

9. Bolton R.N., Kannan R.K., Bramlett M.D. (2000). «Implications of loyalty program membership and service experiences for customer retention and value». Journal of the Academy of Marketing Science, Vol. 28, No. 1, pp. 95-108.

10. Burnham T., Frels J., Mahajan V. (2003). «Consumer switching costs: a typology, antecedents and consequences». Journal of the Academy of Marketing Science, Vol. 31, No. 2, pp. 109-126.

11. De Ruyter K., Wetzels M., Bloemer J. (1998). «On the relationship between perceived service quality, service loyalty and switching costs». International Journal of Service Industry Management, Vol. 9, No. 5, pp. 436-453.

12. De Wulf K., Odekerken-Schroder G., lacobucci D. (2001). «Investments in consumer relationships: a crosscountry and cross-industry exploration». Journal of Marketing, Vol. 65, No. 4, pp. 33-50.

13. Diaz-Martin A., Iglesias V., Vasquez R. and Ruiz A. (2000). «The use of quality expectations to segment a service market». Journal of Services Marketing, Vol. 14, No. 2, pp. 132-146.

14. Doney P.M., Cannon J.P. (1997). «An examination of the nature of trust in buyer-seller relationships». Journal of Marketing, Vol. 61, No. 2, pp. 35-51.

15. Dwyer F.R., Schurr P.H., Sejo O. (1987). «Developing buyer-seller relationships». Journal of Marketing, Vol. 51, No. 2, pp. 11-27.

16. Fornell C., Larcker D.F. (1981). «Evaluating structural equation models with unobservable variables and measurement error». Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50.

17. Gwinner K.P., Gremler D.D., Bitner M.J. (1998). «Relational benefits in services industries: the customer's perspectives Journal of the Academy of Marketing Science, Vol. 26, No. 2, pp. 101-114.

18. Hair J.F., Anderson R.E., Tatham R.L. and Black W.C. (1998). Multivariate Data Analysis. Macmillan, New York, NY.

19. Haley R.I. (1968). «Benefit segmentation: a decisionoriented research tools Journal of Marketing, Vol. 32, No. 3, pp. 30-35.

20. Hennig-Thurau T., Gwinner K.P., Gremler D.D. (2002). Understanding relationship marketing outcomes: an integration of relational benefits and relationship quality». Journal of Service Research, Vol. 4, No. 3, pp. 230-247.

21. Howcroft B., Hamilton R. (2007). «Customer involvement and interaction in retail banking: an examination of risk and confidence in the purchase of financial products». Journal of Services Marketing, Vol. 21, No. 7, pp. 481-491.

22. Johnson D., Grayson K. (2005). «Cognitive and affective trust in service relationships». Journal of Business Research, Vol. 58, No. 4, pp. 500-507.

23. Johnson D.S. (2007). «Achieving customer value from electronic channels through identity commitment, calculative commitment and trust in technology». Journal of Interactive Marketing, Vol. 21, No. 4, pp. 1-22.

24. Jones M.A., Mothersbaugh D.L., Beatty S.E. (2002). «Why customers stay: measuring the underlying dimensions of service switching costs and managing their differential strategic outcomes». Journal of Business Research, Vol. 55, No. 6, pp. 441-450.

25. Jones M.A., Reynolds K.E., Mothersbaugh D.L. and Beatty S.E. (2007). «The positive and negative effects of switching costs on relational outcomes». Journal of Service Research, Vol. 9, No. 4, pp. 335-355.

26. Ketchen D.J., Shook C. (1996). «The application of cluster analysis in strategic management research: an analysis and critiques Strategic Management Journal, Vol. 14, No. 4, pp. 441-458.

27. Kinard B.R., Capella M.L. (2006). «Relationship marketing: the influence of consumer involvement on perceived service benefitss Journal of Services Marketing, Vol. 20, No. 6, pp. 359-368.

28. Komiak S.X., Benbasat I. (2004). Understanding customer trust in agent-mediated electronic commerce, web-mediated electronic commerce and traditional commerces Information Technology and Management, Vol. 5, Nos 1-2, pp. 181-207.

29. Krueger R.A. (1988). Focus Groups: A Practical Guide for Applied Research. Sage Publications, Newbury Park, CA.

30. Liang C-J., Wang W.-H. (2007). «An insight into the impact of a retailer's relationship efforts on customers' attitudes and behavioral intentionss International Journal of Bank Marketing, Vol. 25, No. 5, pp. 336-366.

31. McDougall H.G., Levesque J.T. (1994). «Benefit segmentation using service quality dimensions: an investigation in retail bankings International Journal of Bank Marketing, Vol. 12, No. 2, pp. 15-23.

32. McKnight D.H., Chervany N.L. (2002). «What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology». International Journal of Electronic Commerce, Vol. 6, No. 2, pp. 35-59.

33. Machauer A., Morgner S. (2001). «Segmentation of bank customers by expected benefits and attitudes». International Journal of Bank Marketing, Vol. 19, No. 1, pp. 6-18.

34. Martin-Consuegra D., Molina A., Esteban A. (2006). «The customers' perspective on relational benefits in banking activities». Journal of Financial Services Marketing, Vol. 10, No. 4, pp. 98-108.

35. Meadows M., Dibb S. (1998). «Assessing the implementation of market segmentation in retail financial services». International Journal of Service Industry Management, Vol. 9, No. 3, pp. 266-285.

36. Molina A., Martin-Consuegra D., Esteban A. (2007). «Relational benefits and customer satisfaction in retail banking». International Journal of Bank Marketing, Vol. 25, No. 4, pp. 253-271.

37. Morgan R.M., Hunt S.D. (1994). «The commitmenttrust theory of relationship marketings Journal of Marketing, Vol. 58, No. 3, pp. 20-38.

38. Odekerken-Schroder G., De Wulf K., Schumacher P. (2003). «Strengthening outcomes of retailer-consumer relationships: the dual impact of relationship marketing tactics and consumer personality». Journal of Business Research, Vol. 56, No. 3, pp. 177-190.

39. Palmatier R., Dant R., Grewal D. and Evans K. (2006). «Factors influencing the effectiveness of relationship marketing: a meta-analysis». Journal of Marketing, Vol. 70, No. 4, pp. 136-153.

40. Peterson R.A. (1995). «Relationship marketing and the consumers Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 278-281.

41. Pressey A.D., Mathews B.P. (2000). «Barriers to relationship marketing in consumer retailings Journal of Services Marketing, Vol. 14, No. 3, pp. 272-286.

42. Ravald A., Gronroos C. (1996). «The value concept and relationship marketings European Journal of Marketing, Vol. 30, No. 2, pp. 19-30.

43. Reynolds K.E., Beatty S. (1999). «Customer benefits and company consequences of customer-salesperson relationships in retailings Journal of Retailing, Vol. 75, No. 1, pp. 11-32.

44. Sharma N., Patterson P. (2000). «Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional consumer servicess International Journal of Service Industry Management, Vol. 11, No. 5, pp. 470-490.

45. Sheth J.N., Parvatiyar A. (1995). «Relationship marketing in consumer markets: antecedents and consequences». Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 255-271.

46. Storbacka K., Strandvik T., Gronroos C. (1994). «Managing customer relationships for profit: the dynamics of relationship quality». International Journal of Service Industry Management, Vol. 5, No. 5, pp. 21-38.

47. Vazquez-Carrasco R., Foxall G.R. (2006). «Influence of personality traits on satisfaction, perception of relational benefits, and loyalty in a personal service contexts Journal of Retailing and Consumer Services, Vol. 13, No. 3, pp. 205-219.

48. Vazquez-Casielles R., Suarez-Alvarez L., Diaz-Martin A. (2005). «Trust as a key factor in successful relationships between consumers and retail service providers». The Service Industries Journal, Vol. 25, No. 1, pp. 83-101.

49. Verhoef P.C. (2003). Understanding the effect of customer relationship management efforts on customer retention and customer share developments Journal of Marketing, Vol. 67, No. 4, pp. 30-45.

50. Verhoef P.C., Franses P.H., Hoekstra J.C. (2001). «The impact of satisfaction and payment equity on crossbuying: a dynamic model for a multiservice providers Journal of Retailing, Vol. 77, No. 3, pp. 359-378.

51. Wedel M., Kamakura W.A. (1998). Market Segmentation: Conceptual and Methodological Foundations. Kluwer Academic Publishers, Boston, MA.

52. Yang Z., Peterson R.T. (2004). «Customer perceived value, satisfaction, and loyalty: the role of switching costs». Psychology & Marketing, Vol. 21, No. 10, pp. 799-822.

53. Yen R.H.J., Gwinner K.P. (2003). «Internet retail customer loyalty: the mediating role of relational benefits». International Journal of Service Industry Management, Vol. 14, No. 5, pp. 483-500.

54. Zeithaml V.A. (1988). «Consumer perceptions of price, quality and value; a means-end model and synthesis of evidences Journal of Marketing, Vol. 52, No. 3, pp. 2-22.

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.

Электронная библиотека