The current research is undertaken to demonstrate the efficacy of segmenting consumer markets. In doing so, the current research reveals that the understanding of consumer behavior is greatly improved when service markets are segmented using clustering procedures. The effectiveness of these clustering procedures is tested across three studies and eight industries. In the first study, the prediction of overall service quality is improved by applying a bicriterion cluster wise regression to the data. In the second study, a multicriterion procedure is used to optimize the ability of eighteen customer equity drivers to predict a series of customer outcomes. Finally, in the third study, a bicriterion cluster wise logistic regression application is developed and is used to test the efficacy of the customer equity drivers in predicting actual customer behavior. The results of each study suggest that managers and researchers must acknowledge that consumer markets are heterogeneous and by modeling this heterogeneity prediction in outcome behaviors can be greatly improved. Moreover, the current research develops a new methodological technique for predicting binomial outcomes in a clustering framework. / A Dissertation submitted to the Department of Marketing in partial fulfillment of the requirements for the degree of Doctor of Philosophy. / Summer Semester, 2006. / April 28, 2006. / Logistic Regression, Customer Equity, Cluster Analysis, Loyalty, Clusterwise Regression, Segmentation, Services / Includes bibliographical references. / J. Joseph Cronin, Jr., Professor Directing Dissertation; William A. Christiansen, Outside Committee Member; Michael K. Brady, Committee Member; Michael J. Brusco, Committee Member; Larry C. Giunipero, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_182658 |
| Contributors | Voorhees, Clay M. (authoraut), Cronin, J. Joseph (professor directing dissertation), Christiansen, William A. (outside committee member), Brady, Michael K. (committee member), Brusco, Michael J. (committee member), Giunipero, Larry C. (committee member), Department of Marketing (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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