Abstract
Years after the publication of our work on the analysis of customer loyalty concepts (Montinaro & Sciascia, 2011), I still dwell on these aspects, taking up a paper that we did not publish in those years and which attempted to describe an application example of integration.
 
 Market share and relative price are two indicators that businesses often use to measure their market success. In this study we propose to consider an alternative and innovative indicator of innovation success that takes into account the views of clients, true protagonists of the purchase decision making. Customer loyalty is the construct measured in this work that join customer satisfaction and market segmentation. We propose a generalized model where the customer loyalty is a function of customer satisfaction relieved in time and a more complex smoothing model that introduces in the function the influence of the market segmentation adopted by the company. On a simulated dataset are then calculated values of customer loyalty comparing it with a worst case and best case scenarios.
Highlights
We consider the customer satisfaction as one of the primary elements of the optimal model of corporate governance (Kanji, 2000) and its measurement is an interesting topic for the companies (Kristensen, 1992)
We propose a generalized model where the customer loyalty is a function of customer satisfaction relieved in time and a more complex smoothing model that introduces in the function the influence of the market segmentation adopted by the company
The work takes its cue from theoretical studies in customer satisfaction analysis and trying to integrate different techniques proposed by different authors in marketing studies tries to propose a framework for the interpretation of tools useful for the analysis of customer loyalty that derives from market segmentation. This framework can be developed starting from different customer satisfaction and market segmentation models
Summary
We consider the customer satisfaction as one of the primary elements of the optimal model of corporate governance (Kanji, 2000) and its measurement is an interesting topic for the companies (Kristensen, 1992). The model suggested in Eq 12 consists of three addends correspondents to the three segments and it takes into account two smoothing actions: the first related to the time for which it is believed that the most recent rewards are more important in measuring customer loyalty and a second one which is strictly related to the stratification in the responses of customer satisfaction In this case we believe that the responses of the most extreme quartiles can be considered outliers, attributing to them a minor weight compared to the one given to the responses of satisfaction located in the central quartiles.
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