Market Segmentation in Banking Industry:The Relationship among Variables of Demographic and Lifestyles and Desired Bank Benefits
| Autor: | YA-WEN H0, 何雅雯 |
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| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 It has been more than 100 years since the financial industry in Taiwan developed up to now. The financial service industry plays an important role in Taiwan economy. Due to the deregulation and internationalization, the degree of competition of banking industry was intensified. The key factor to survive under such intense competition is to maintain the existing customers and increase incentives to attract new customers. This study is taking the demographic variables and lifestyle characteristic of bank customers as the base of market segmentation from customers' point of view. Bank service users who are above 18 years old were asked to answer the questions about desired benefits of bank service. One hundred and eighty five of 350 questionnaires collected and the effective response rate was 52%. The cluster analysis was conducted by using the 11 factor dimensions extracted from factor analysis as segmentation variables. The research results are summarized as below: 1. It reveals that customers in different market segmentation prefer different bank benefits. 2. The demographic variables play an important role in customers choosing their desired bank benefit. 3. The lifestyle plays an important role in customers choosing their desired bank benefit. The empirical results of this study reveal that it is important that bank offer different benefit for customers in different market segmentation. The bank should active to create the benefit which the customers really need. This finding is consist with the conclusion of the paper written by Berman & Evans（1978）,which indicated the demographic variables and lifestyles are the main reasons affect people’s decision. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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