基于顾客满意度陷阱的市场细分方法研究

Study on Market Segmentation Based on the Customer's Satisfaction Trap

提出了基于顾客满意度陷阱的市场细分方法,企业可以根据该细分结果对不同满意程度的顾客采取不同的营销战略,将投向满意顾客的部分资源转向不满意顾客和非常满意顾客,能够更有效地提升顾客忠诚度,并拉动企业的业绩表现。以某个电视制造企业为例,采用了聚类分析、主成分回归分析、多重对应分析等统计分析方法,验证了顾客满意度陷阱的存在,同时表明顾客的人口统计特征与顾客满意作用于顾客忠诚的方式存在对应关系,从而佐证了方法的合理性。

A new market segmentation method, which based on the customer＇s satisfaction trap, has been presented. Enterprises could take diversified actions for the customers with different customer satisfaction levels. The resources for the ＇satisfied customers＇ could be switched and put into the ＇unsatisfied customers＇ and ＇highly satisfied customers＇, which might improve the customer loyalty more efficiently and get back a better performance. An empirical study on a TV enterprise was carried out. Some of statistical methods have been used, which included the cluster analysis, the principal component analysis and the optimal scaling. The results showed the existence of customer＇s satisfaction trap, and relationship between the customer satisfaction and the customer loyalty corresponded with the demographics, which proved the feasibility of this method.