Benefit Segmentation : Case of A National Bank's Customers in Indonesia  

Oleh:

Sugiyanto, Catur ; Yunianto, Ahmad

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: International Journal of Business vol. 5 no. 3 (Sep. 2003), page 301-320.
Topik: segmentation; benefit segmentation; chi square test; cluster analysis; factor analysis

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: II51.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Fierce competition in indonesian banking industry had forced banks to get closer to their customers in order to maintain their customer base. However, considering the banks limited resources and the market competition, raised question on which customers they should focus to serve. Benefit segmentation as one of the concept of market segmentation, provides a clear picture of which segment or type of customers the bank should focus. Undertaken in a national bank, this research was aimed to identify based on those benefits, and to identify whether there is a relationship between customers' demographics and their desired benefits. Factor analysis with principal component method was used to extract 29 banking attributes to a set of factors that capable to capture the main features of the responses. Cluster analysis was then applied to the data set to identify whether a bundle of benefit might be sought by a specific customer segment. The last, chi square test was applied to identify whether there is any correlation between the cluster and the demographic variables. Five factors (main benefits) sought by the customers were found, namely : safety - convenience, relational, bank's features, cost and promotional incentives. Based on those factors, the customers could be classified into four segments, service - oriented (38,41%) , rate sensitive (16,85%) , inventive seeker (13,30%) and safety convenience (31,44%). A signification, income, monthly spending, occupation, and number of children) and desired customer benefits were found. Therefore, those demographic characteristics could be used to develop the customers' profiles.

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