Customer Heterogeneity in Service Management
探讨了适用于客户满意度调查数据的细分方法，帮助判断服务环境中的客户细分是否有价值，并以航空和电信行业为例展示如何向合适细分群体提供针对性服务。
Possible customer heterogeneity is ignored in most customer satisfaction survey analyses, which is surprising given the prominence that customer segmentation has in many other marketing disciplines. In this article, the author examines some segmentation methods that are appropriate for the analysis of customer satisfaction survey data. This helps determine whether segmentation of customers in service environments is worthwhile. If segmentation is worthwhile, the author shows how to deliver targeted delivery to appropriate segments for examples from the airline and telecommunications industries.