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

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

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)
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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.