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Consumption values and relationships: segmenting the market for frequency programs

Consumption values and relationships: segmenting the market for frequency programs Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships with service providers differently and those service providers’ marketing communications. The present study explores the range of values which motivate business consumers’ reactions to service providers, specifically airlines’ frequent flyer programs. As part of this process, consumers are segmented in terms of their values and relationships with airlines in order to better understand the motives and behavior that drive choice of service providers. Based on the results, specific communications strategies are offered for each of the identified segments that address the desired benefits sought by each value segment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Consumption values and relationships: segmenting the market for frequency programs

Journal of Consumer Marketing , Volume 17 (3): 19 – Jun 1, 2000

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010329201
Publisher site
See Article on Publisher Site

Abstract

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships with service providers differently and those service providers’ marketing communications. The present study explores the range of values which motivate business consumers’ reactions to service providers, specifically airlines’ frequent flyer programs. As part of this process, consumers are segmented in terms of their values and relationships with airlines in order to better understand the motives and behavior that drive choice of service providers. Based on the results, specific communications strategies are offered for each of the identified segments that address the desired benefits sought by each value segment.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 1, 2000

Keywords: Consumer behaviour; Relationship marketing; Values; Services marketing; Airlines

References

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