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What is Customer Segmentation

Handbook of Research on Promotional Strategies and Consumer Influence in the Service Sector
A technique that allows to split up customers into groups. The groups differ despite being internally homogeneous. These groups share similar characteristics that are relevant for marketing analysis, such as age, gender, interests, spending habits, etc.
Published in Chapter:
Investigation between the Quality Factors and Consumer Behaviour, through Customer Segmentation of a Shopping Centre: A Case Study
Cecilia Silvestri (University of Tuscia, Italy)
DOI: 10.4018/978-1-5225-0143-5.ch001
The phenomenon of experiential shopping develops concurrently with another important and interesting one, namely the birth of Shopping Centre (Keng et al. 2007; Hedhli et al. 2013). Shopping can significantly contribute to improve people's quality of life. The satisfaction of these needs plays an important role in the general welfare of people (Deci & Ryan, 2002). However quality is the antecedent of satisfaction, and therefore of the welfare. Several studies have shown that a relationship of dependence between quality and customer satisfaction exists (Shanaki et al. 2012; Lai, 2015). The aim of this research is twofold: (1) understanding, what are the main reasons that lead consumers to shopping centre and (2) measuring the level of satisfaction and WOM in the different groups of customers. The results show that the quality factors of the shopping centre are essential to carry out the segmentation because the consumers' motivation and preferences are based on them.
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More Results
Customer Segmentation of Shopping Mall Users Using K-Means Clustering
A Customer Segmentation is a method of segmenting a customer or business market based on a set of common characteristics.
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LRFM Analysis as a Customer Segmentation Tool in the Tourism Sector
The practice of dividing a customer base into groups of individuals that is similar in specific ways relevant to marketing, such as age, gender, interests, and spending habits.
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