engleski

Segmenting Members of a Retailer Loyalty Programme Using Personnel-Related Service Quality Dimensions

Ever since the advent of the smart loyalty cards, loyalty programmes (LP) have been transcending their traditional role as creators of exit barriers by transforming themselves into facilitators of customer data collection. Apart from demographic and socio-economic data, behavioural (transaction) as well as psychographic (survey) data are being collected for known LP members. Integral analysis of these data can be of immense value for retailers striving to improve service quality for different customer segments. Using the SERVQUAL model as a starting point, our study focuses on the issue of LP members’ segmentation on the basis of three distinct personnel-related perceived service quality dimensions (appearance, empathy and assurance), which serve as inputs into clustering process. For cluster profiling, selected demographic, socio-economic, and transaction variables are used. Apart from methodological issues, managerial implications of findings are discussed.

loyalty programmes; service quality; customer data analysis; customer segmentation

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