Interactive Psychographics: Cross-Selling in the Banking Industry.

James W. Peltier · John A. Schibrowsky · Don E. Schultz · John A. Davis

60 citations0/0 files storedJournal of Advertising Research

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Customer churn and segmentation Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

ABSTRACT This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies. Interactive psychographics is the process of identifying psychographic-based segments, profiling the segments, matching individuals to the resulting segments, and developing actionable relationship strategies that best match the psychological and purchasing needs of each customer.

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1987Toward a universal psychological structure of human values.1995Relationship Marketing of Services--Growing Interest, Emerging Perspectives 1987Product/Consumption-Based Affective Responses and Postpurchase Processes 1988A structural equation test of the value-attitude-behavior hierarchy.1995Relationship Marketing in Consumer Markets: Antecedents and Consequences 1998Customer lifetime value: Marketing models and applications 1990Service encounters and service relationships: Implications for research 1968Benefit Segmentation: A Decision-Oriented Research Tool

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