Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Design Of A General Customer Segmentation Process
Jönköping University, School of Engineering, JTH, Industrial Engineering and Management.
Jönköping University, School of Engineering, JTH, Industrial Engineering and Management.
2015 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte - Att undersöka hur en kundsegmenteringsprocess kan utformas samt vilka variabler man bör iaktta för att kunna erbjuda en lämplig kundservicenivå. För att uppnå detta syfte skall följande frågeställningar besvaras:

1. Vilka variabler bör ingå i en kundsegmentering?

2. Hur kan en kundsegmenteringsprocess utformas?

Metod - En generell kundsegmenteringsprocess utformades. Processen har utvecklats genom kvalitativ forskning baserad på litteraturstudier samt intervjuer i en fallstudie. Under litteraturstudien granskades teorier i ämnet för att besvara frågeställningarna. Detta jämfördes senare med empirin som samlats under fallstudien.

Resultat - Den utformade processen innehåller sju dimensioner med tillhörande variabler. Under studien har variablerna utvärderats för att ta reda på hur de påverkar situationen. Endast de variabler som hade ett stort inflytande på situationen togs med i processen. Studien visade att det finns olika strategier för att utföra en kundsegmentering. Vid utformning av en kundsegmenteringsprocess är det viktigt att veta vilka variabler som passar organisationens bransch samt hur de påverkar resultatet.

Omfång och Avgränsningar - Rapporten är begränsad till att utforma ett förslag på en kundsegmenteringsprocess. Processen kommer därför inte att tillämpas på fallföretaget under fallstudien. Processen kan fortfarande generaliseras och användas av företag med liknade egenskaper. Ytterligare forskning skulle kunna sträva efter att inkludera andra variabler som passar in på fler branscher.

Implikationer - Den utformade processen hjälper till vid beslutssituationer avseende kundsegmentering. Genom att balansera de variabler som föreslagits möjliggör dem en grund för olika kundserviceerbjudanden. Dessa variabler beaktar den eftersträvade generaliseringen.

Bidrag och Rekommendationer - Kundsegmenteringsprocessen som presenteras i denna rapport är, såvitt författarna vet, den första i sitt slag med sin layout. Variablerna kan även användas i andra segmenteringsprocesser vilket visar en hög grad av generalisering. Vad som är unikt med den designade processen i denna rapport är att den innehåller en mix av två väl beprövade teorier inom kundsegmentering nämligen, Kotler’s (2009) Bottom-Up-Approach och Weinstein’s (2004) B2B Market Segmentation.

Abstract [en]

Purpose – To examine how the process of customer segmentation can be designed, and which variables to consider to offer an appropriate customer service. To achieve this purpose the following questions will be answered:

1. Which variables should be included in customer segmentation?

2. How can a customer segmentation process be designed?

Method – A general process was designed. The process has been developed through qualitative research based on literature review and interviews conducted in a case study. During the literature review the authors sought for theories on the subject in order to answer the research questions. This was later compared to the empirical evidence collected from the case study.

Findings – The designed process contains seven dimensions with related variables. During the study the variables were evaluated concerning their impact on the situation. Only variables that had a high influence on the situation were implemented in the process. The study showed that that there are various approaches towards performing customer segmentation. When designing a customer segmentation process, it is of high importance to know which variables suit the organizations line of business and how they affect the outcome.

Research limitations – The thesis is restricted into designing a customer segmentation process, the process will therefore not be applied on the case company during the case study. The process can still be generalized and usable for companies with similar distribution setup. Further research could strive to include other variables.

Implications – The designed process assists in the decision-making situation regarding customer segmentation. By balancing the variables it enables a basis for customer service offering. These variables take the requested generalization in consideration.

Originality/value – The customer segmentation process presented in this thesis is, as far as the authors know, the first in its kind with its layout. The variables could be used in other segmentation processes as well which show a high grade of generalization. What is unique with the designed process in this thesis is that it contains a mixture of two well proven customer segmentation theories namely, Kotler’s (2009) Bottom-Up-Approach and Weinstein’s (2004) B2B Market Segmentation.

Place, publisher, year, edition, pages
2015. , 60 p.
Keyword [en]
Customer Segmentation, Customer Service, Segmentation Process, Segmentation Variables, ABC-Classification
National Category
Other Engineering and Technologies not elsewhere specified
Identifiers
URN: urn:nbn:se:hj:diva-26371OAI: oai:DiVA.org:hj-26371DiVA: diva2:807587
Subject / course
JTH, Industrial Engineering and Management
Supervisors
Examiners
Available from: 2015-04-24 Created: 2015-04-23 Last updated: 2015-04-24Bibliographically approved

Open Access in DiVA

Bachelor Thesis Work. Cosic & Vuckic.(1661 kB)289 downloads
File information
File name FULLTEXT01.pdfFile size 1661 kBChecksum SHA-512
4c4a932b2294b0cefa48bd412e9e5051dc7c37e93035e10ca50a7c0d0ec22a0bdfaa520acd530dd61a49a6fd7468ceda0ce53e6207fc6979c1823b93725e5686
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Vuckic, AsmirCosic, Renato
By organisation
JTH, Industrial Engineering and Management
Other Engineering and Technologies not elsewhere specified

Search outside of DiVA

GoogleGoogle Scholar
Total: 289 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 375 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf