Skip to main content
SpringerLink
Log in

Marktsegmentierung in der Customer-Dominant Logic

  • Chapter
  • First Online:
Customer-Dominant Logic

  • 454 Accesses

Zusammenfassung

Eine kundendominante Marktsegmentierung ist eine wichtige Grundlage zur Erarbeitung von Strategien und Maßnahmen für die Markt- und Kundenbearbeitung. Die kundendominante Marktsegmentierung zielt darauf ab, Kunden bezüglich ihrer Kundenlogik in intern homogene und untereinander heterogene Kundensegmente zu unterteilen. Dazu erfolgt eine stufenweise und mehrdimensionale Marktsegmentierung nach den Zielen und der Lebenssphäre des Kunden, den Prozessen seiner Kundenlogik und seinem Ecosystem. Basierend darauf erfolgt eine optimale Gestaltung der Anbieterintegration im Kunden-Ecosystem im Hinblick Art, Intensität, Zeitdauer und Zeitpunkt. Im Kapitel wird klar, dass mit der Ausrichtung der Segmentierung auf die Kundenlogik und das Kunden-Ecosystem die durch die Marktforschung generierten Daten durch multivariate Analyseverfahren oder Verfahren des Data Mining verdichtet und interpretiert werden können.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 59.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 74.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Literatur

  • Ahani, A., Nilashi, M., Ibrahim, O., Sanzogni, L., & Weaven, S. (2019). Market segmentation and travel choice prediction in spa hotels through tripadvisor’s online reviews. International Journal of Hospitality Management, 80, 52–77.

    Article  Google Scholar 

  • Kotler, P., & Armstrong, G. (2021). Principles of Marketing (18. Aufl.). Pearson.

    Google Scholar 

  • Bapat, D. M. (2020). Segmenting young adults based on financial management behavior in India. International Journal of Bank Marketing, 38(2), 548–560.

    Article  Google Scholar 

  • Bettencourt, L. A., Harmeling, C., Bhagwat-Rana, Y., & Houston, M. B. (2022). Consumer job journeys. Journal of Service Research, 25(3), 347–370.

    Article  Google Scholar 

  • Bruhn, M. (2003). Relationship marketing. Management of customer relationships. Prentice Hall.

    Google Scholar 

  • Bruhn, M. (2022). Relationship Marketing. Das Management von Kundenbeziehungen (6. Aufl.). Vahlen.

    Google Scholar 

  • Bruhn, M. (2023). Quality management for services. Handbook for successful quality management. Principles – concepts – methods. Springer.

    Google Scholar 

  • Bruhn, M., Meffert, H., & Hadwich, K. (2018). Handbuch Dienstleistungsmarketing. Planung – Umsetzung – Kontrolle (2. Aufl.). Springer Gabler.

    Google Scholar 

  • Bruwer, J., & Li, E. (2017). Domain-specific market segmentation using a latent class mixture modelling approach and wine-related lifestyle (WRL) algorithm. European Journal of Marketing, 51(9/10), 1552–1576.

    Article  Google Scholar 

  • Chao, C.-C., Lirn, T.-C., & Shang, K.-C. (2013). Market segmentation of airline cargo transport. The Service Industries Journal, 33(15/16), 1672–1685.

    Article  Google Scholar 

  • Chawla, D., & Joshi, H. (2017). Consumer perspectives about mobile banking adoption in India. A cluster analysis. International Journal of Bank Marketing, 35(4), 616–636.

    Google Scholar 

  • González-Hernández, E. M., & Orozco-Gómez, M. (2012). A segmentation study of mexican consumers based on shopping centre attractiveness. International Journal of Retail & Distribution Management, 40(10), 759–777.

    Article  Google Scholar 

  • Fresneda, J. E., Burnham, T. A., & Hill, C. H. (2021). Structural topic modelling segmentation. A segmentation method combining latent content and customer context. Journal of Marketing Management, 37(7/8), 792–812.

    Google Scholar 

  • Hansen, T. (2008). Consumer values, the theory of planned behaviour and online grocery shopping. International Journal of Consumer Studies, 32(2), 128–137.

    Article  Google Scholar 

  • Heinonen, K., & Strandvik, T. (2018). Reflections on customers’ primary role in markets. European Management Journal, 36(1), 1–11.

    Article  Google Scholar 

  • Kahle, L. R., & Kennedy, P. (1988). Using the list of values (LOV) to understand consumers. Journal of Services Marketing, 2(4), 49–56.

    Article  Google Scholar 

  • Lipkin, M., & Heinonen, K. (2022). Customer ecosystems. Exploring how ecosystem actors shape customer experience. Journal of Services Marketing, 36(9), 1–17.

    Google Scholar 

  • Meffert, H., Burmann, C., Kirchgeorg, M., & Eisenbeiß, M. (2019). Marketing. Grundlagen marktorientierter Unternehmensführung – Konzepte – Instrumente – Praxisbeispiele (13. Aufl.). Springer Gabler.

    Google Scholar 

  • Milfelner, B., Kikel, T. V., Mumel, D., & Pisnik, A. (2017). Segmenting female consumers. High-involvement personal services. International Journal of Retail & Distribution Management, 45(5), 485–497.

    Google Scholar 

  • Oeser, G., Aygün, T., Balan, C. L., Paffrath, R., & Schuckel, M. T. (2019). Segmenting elder german grocery shoppers based on shopping motivations. International Journal of Retail & Distribution Management, 47(2), 129–156.

    Article  Google Scholar 

  • Oeser, G. (2020). Segmenting logistics service users based on their provider selection criteria to succeed in outsourcing. International Journal of Retail & Distribution Management, 48(9), 963–984.

    Article  Google Scholar 

  • Osei-Frimpong, K., McLean, G., Islam, N., & Otoo, B. A. (2022). What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement. Journal of Business Research, 146, 288–307.

    Article  Google Scholar 

  • Park, C. (2004). Efficient or enjoyable? Consumer values of eating-out and fast food restaurant consumption in Korea. International Journal of Hospitality Management, 23(1), 87–94.

    Article  Google Scholar 

  • Patsiotis, A. G., Hughes, T., & Webber, D. J. (2012). Adopters and non‐adopters of internet banking. A segmentation study. International Journal of Bank Marketing, 30(1), 20–42.

    Google Scholar 

  • Rajaobelina, L., Brun, I., & Toufaily, É. (2013). A relational classification of online banking customers. International Journal of Bank Marketing, 31(3), 187–205.

    Article  Google Scholar 

  • Rajaobelina, L., Brun, I., & Ricard, L. (2019). A classification of live chat service users in the banking industry. International Journal of Bank Marketing, 37(3), 838–857.

    Article  Google Scholar 

  • Thompson, C. J., & Troester, M. (2002). Consumer value systems in the age of postmodern fragmentation. The case of the natural health microculture. Journal of Consumer Research, 28(4), 550–571.

    Google Scholar 

  • Tosun, P. (2020). Unethical sales practices in retail banking. International Journal of Bank Marketing, 38(6), 1305–1327.

    Article  Google Scholar 

  • Tynan, C., & Drayton, J. (1987). Market segmentation. Journal of Marketing Management, 2(3), 301–335.

    Article  Google Scholar 

  • Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation. A performative perspective. Journal of Marketing Management, 31(1/2), 62–83.

    Google Scholar 

  • Voeth, M., & Herbst, U. (2013). Marketingmanagement. Grundlagen, Konzeption und Umsetzung. Schäffer-Poeschel.

    Google Scholar 

  • Wang, H. J. (2022). Market segmentation of online reviews. A network analysis approach. International Journal of Market Research, 64(5), 652–671.

    Article  Google Scholar 

  • Woodruff, R. B. (1997). Customer value. The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Marketing und Unternehmensführung, Wirtschaftswissenschaftliche Fakultät, Universität Basel, Basel, Schweiz

    Manfred Bruhn

  2. Lehrstuhl für Dienstleistungsmanagement, Fakultät Wirtschafts- und Sozialwissenschaften, Universität Hohenheim, Stuttgart, Deutschland

    Maxim Saleschus & Karsten Hadwich

Authors
  1. Manfred Bruhn
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Maxim Saleschus
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Karsten Hadwich
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Manfred Bruhn .

Rights and permissions

Reprints and permissions

Copyright information

© 2024 Der/die Autor(en), exklusiv lizenziert an Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Bruhn, M., Saleschus, M., Hadwich, K. (2024). Marktsegmentierung in der Customer-Dominant Logic. In: Customer-Dominant Logic. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-43326-0_7

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-43326-0_7

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-43325-3

  • Online ISBN: 978-3-658-43326-0

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation