Benefit Segmentation: Case of a National Bank's Customers in Indonesia
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 segmentati...
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[Yogyakarta] : Universitas Gadjah Mada
2003
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| Summary: | 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 benefits desired by the customer in financial service |
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