Customer Heterogeneity in Service Management

Abstract

Possible customer heterogeneity is ignored in most customer satisfaction survey analyses, which is surprising given the prominence that customer segmentation has in many other marketing disciplines. In this article, the author examines some segmentation methods that are appropriate for the analysis of customer satisfaction survey data. This helps determine whether segmentation of customers in service environments is worthwhile. If segmentation is worthwhile, the author shows how to deliver targeted delivery to appropriate segments for examples from the airline and telecommunications industries.

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