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政大機構典藏 > 商學院 > 會計學系 > 期刊論文 > Item 140.119/139866

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/139866

Title:	A Sequence Analysis Approach to Segmenting Credit Card Customers
Authors:	吳安妮 Wu, Anne Ho, Hillbun Tien, Keng-Ming (Terence) Singh, Sonika
Contributors:	會計系
Keywords:	Customer profitability;Segmentation;Sequence analysis;Customer relationship
Date:	2021-03
Issue Date:	2022-04-12 09:19:10 (UTC+8)
Abstract:	This research examines the longitudinal relationships between patterns of customer loyalty behavior and firm financial outcomes in the context of credit card use. By examining credit card users` transactions with a focal bank and its competitors, this study creates a typology of loyalty behavior and employs a sequence analysis to segment customers on the basis of their behavioral patterns exhibited over time. The analysis results in six distinct customer segments: Loyalist, Switching Loyalist, Switching Defector, Defector, Dormant Loyalist, and Dormant Defector. We subsequently estimate the revenue, servicing costs, and profitability associated with each segment, and assess differences across segments. We discuss the implications for managing distinct credit card customer segments and optimizing the bank`s marketing resource allocation.
Relation:	Journal of Retailing and Consumer Services, No.59, pp.1-10
Data Type:	article
DOI 連結:	https://doi.org/10.1016/j.jretconser.2020.102391
DOI:	10.1016/j.jretconser.2020.102391
Appears in Collections:	[會計學系] 期刊論文

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