How car manufacturers use loyaltybased segmentation

An approach to reconciling customer satisfaction, loyalty, value and potential is to use a value-based segmentation. This modeling approach is often used by car manufacturers and other companies who are assessing strategies to enhance the future value of their customer segments. This approach involves creating a segmentation model combining real data for each customer about their current value and satisfaction and modeled values for future loyalty and value. Each customer is scored according to these four variables:

• Current satisfaction • Current value

• Repurchase loyalty • Future potential.

Table 6.2 Loyalty-based segmentation for car manufacturer
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