Market segmentation models to obtain different kinds of customer loyalty

Abstract

Business databases are sources of information that a company can use together with analyses of business statistics for acquiring knowledge of its own customers. Such large availability of information allows companies to devise new models of market segmentation, customer satisfaction and customer loyalty, which require great amount of data. We investigate the possibility of defining new types of customer loyalty by using strategies of market segmentation and statistical indexes of customer satisfaction. © 2011 Asian Network for scientific information.