Customer Segmentation Based on Dual Perspectives of Customer Value

摘要

In the background of relationship marketing, customer segmentation and, in particular, customer segmentation based on the profitability of customer has received increasing attention among both academics and managers. However, there is an increasing awareness that the models presented have some obvious limitations: ignoring the unity of opposites of the value perceived by the customer and the value perceived by the company; failing to capture other potentially significant value sources that customers can provide to the company; and neglecting additional strategic analysis. Thus, the purpose of the paper is to explore a conceptual framework of customer segmentation based on dual perspectives of customer value. This is achieved through discussing on the unity of opposites of customer value and the systematic analysis of two-dimensional customer values in the context of customer segmentation.