Journal of The Korea Society of Computer and Information 2023 KCI Impact Factor : 0.65
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pISSN : 1598-849X / eISSN : 2383-9945
- https://journal.kci.go.kr/jksci
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A case study on balanced customer segmentation
- Journal of The Korea Society of Computer and Information
- Abbr : JKSCI
- 2006, 11(2), pp.303-318
- Publisher : The Korean Society Of Computer And Information
- Research Area : Engineering > Computer Science
Jongwook Yoon 1, Jongsoo Yoon 2
1협성대학교
2강남대학교
Candidate
ABSTRACT
The process of segmenting customers in CRM should take into equal consideration both the companies' and customers' expected value. However, most of the current studies on customer segmentation have focused only on the companies' view in terms of profitability. This study focuses on clarifying a problem and proposing a modified view in the customer segmentation step. The authors offer a proposition which is beneficial to both customers and companies, and thus makes the segmentation step more balanced. There is a two-pronged focus on customer segmentation in this study: first, this paper proposes a balanced view considering not only companies' expected value, but also that of the customers'. Secondly, such balanced segmentation will give a more accurate definition of loyal customers for a given company. This new approach can be expected to improve the level of satisfaction and the length of customer retention, and to increase effectiveness in corporate resource allocation for customer target marketing, as well as improve company insight into customer needs and preferences.
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