Abstract
The recent economic turmoil in Indonesia has hit the financial service sector hard. Consumer confidence in banks is low and institutions are having to work harder than ever to recruit and retain their customers. In this article the potential for banks to utilize benefit segmentation to assist them in this context is explored. It will be argued that for benefit segmentation to offer any real utility in this context, a link must be found between benefits and general observable characteristics, such as demographics. To ascertain whether such a link exists, a primary study of 1,000 individuals was conducted in the city of Bengkulu, Southwest Sumatra. As the results will show, while discrete bundles of benefits were identified, they would appear generally unrelated to consumer demographics.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
