Impact of Customer Segmentation and Customer Loyalty With Reference to Big Data

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Author(s): Devesh Bathla (Chitkara Business School, Chitkara University, India), Raina Ahuja (Kurukshetra University, India)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
Copyright: 2023
Pages: 8
Source title: Promoting Consumer Engagement Through Emotional Branding and Sensory Marketing
Source Author(s)/Editor(s): Monika Gupta (Chitkara Business School, Chitkara University, India), Priya Jindal (Chitkara Business School, Chitkara University, India)and Shubhi Bansal (Indian Institute of Technology, Indore, India)
DOI: 10.4018/978-1-6684-5897-6.ch019

Keywords: Business Science Reference / Customer Relationship Management / Knowledge Management and Library Science / Marketing and Consumer Behavior

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Abstract

Today, the businesses and market are all about data. So, this research work is focusing on performing segmentation analysis on customers and how important it is for a brand to retain their customers in such a competitive market. The background used for the customer segmentation are loyalty programs; they play a major role. All the major brands make best use of data in their loyalty program and target their customers accordingly. Success of every organization depends on the satisfaction of customers, which comes in the picture only when a brand is able to target rightly and retain them. The objective is performing an analysis on the customer segmentation and retention using big data. With the significant resources available, the authors analyse the changing market and how data is helping brands to run their loyalty programs.

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Impact of Customer Segmentation and Customer Loyalty With Reference to Big Data

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