A NEW MARKETING SEGMENTATION APPROACH BASED ON MARGINAL INDIVIDUAL UTILITIES: APPLYING CRM IS NOT A CHIMERA ANYMORE

Francisco J. Más (francisco.mas@ua.es) and Juan Nicolau (jl.nicolau@ua.es)
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Francisco J. Más: Universidad de Alicante

Working Papers. Serie EC from Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie)

Abstract: In the advent of Customer Relationship Management, a more accurate profile of the consumer is needed. The objective of this paper is to show the usefulness of knowing consumer¿s complete utility function through his/her marginal utilities. This approach allows one to form groups of individuals with similar preferences (as traditional segmentation methods do) and to treat them individually (which represents an advance). The empirical application is carried out, on a sample of 2,127 individuals, in the context of tourism, where the customer relationship management philosophy is gaining more and more relevance. Con la llegada de la Gestión Relacional del Cliente, las organizaciones requieren un perfil del consumidor más preciso. En este contexto, el objetivo del presente trabajo consiste en proponer una segmentación apoyada en las utilidades marginales de las funciones de utilidad completas de cada individuo. Este enfoque permite formar grupos de individuos con preferencias similares (como los procedimientos habituales de segmentación) y también tratarlos de forma individual (lo que representa una novedad). La aplicación empírica se desarrolla en una muestra de 2.127 individuos en el contexto turístico, donde la filosifía de la gestión relacional del cliente está cobrando cada vez mayor importancia.

Keywords: Gestión Relacional del Cliente; Utilidad Marginal Individual; Modelo Logit Mixto Customer Relationship Management; Marginal Individual Utility; Mixed Logit Model (search for similar items in EconPapers)
JEL-codes: G32 M41 (search for similar items in EconPapers)
Pages: 35 pages
Date: 2006-12
New Economics Papers: this item is included in nep-dcm, nep-mkt and nep-upt
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Persistent link: https://EconPapers.repec.org/RePEc:ivi:wpasec:2006-16

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