Skapa referens, olika format (klipp och klistra)
Harvard
KELATI, A. och MASLO, A. (2018) Customer segmentation in services based on characteristics A study at AstaZero. Göteborg : Chalmers University of Technology (Master thesis. E - Department of Technology Management and Economics, Chalmers University of Technology, Göteborg, Sweden, nr: E2017:131).
BibTeX
@mastersthesis{
KELATI2018,
author={KELATI, AMANUEL FIDEL and MASLO, ANEL},
title={Customer segmentation in services based on characteristics A study at AstaZero},
abstract={Background
For service companies, it is essential to deliver good customer service to stay competitive out
in the market. Customer needs are changing over time and there are different needs for
different customer groups. Companies of today are in constant need of figuring out new ways
to keep their customers loyal and at the same time keep up with their competitors.
Because of different needs and different type of customers it is important for companies to be
aware of their different customer groups. A customer segmentation can be done to
differentiate customers from each other. By making a customer segmentation, customers can
be divided into different groups based on different characteristics and they can be
distinguished from each other. This enable companies to easier meet the customer needs and
use different marketing strategies for different customers. Where this study focuses on the
issue of customer segmentation in services.
Problem description
Customers are of different character and have different needs. Therefore, it is not optimal to
have same strategy and marketing for every customer. For a company, it is important to
segment their customers and identify the differences between the customer segments to easier
meet the customer needs and take care of those customers who are of high importance for the
company.
Problem description at the chosen company
AstaZero is a service providing company in the automotive industry, who sees an interest of a
segmenting their customers for further development. Because of a high demand on their
services and high customer variation it has become difficult for the company to know which
customers to prioritize and how the customer groups differ.
Purpose
The purpose with the project was to examine how a service based company can segment their
customers based on their different characteristics.
7
Methodology
For the study, different methods have been used to collect data.
• Literature study – The purpose of the literature study was to collect knowledge about
data related to the research questions furthermore, strengthen the report and explain
the theory behind customer segmentation.
• Interviews – were held with AstaZeros employees to collect data and get an insight of
how the company work. The chosen people who were interviewed had different
positions within the company.
• Questionnaire – were sent out to customers to collect data from the customer
perspective.
Analysis
The purpose of this study was to investigate how a service company can segment their
customers based on characteristics. A segmentation of AstaZero´s customers has been done
where two main customer segment groups has been founded where differences between the
two customer segments has been identified.},
publisher={Institutionen för teknikens ekonomi och organisation, Chalmers tekniska högskola},
place={Göteborg},
year={2018},
series={Master thesis. E - Department of Technology Management and Economics, Chalmers University of Technology, Göteborg, Sweden, no: E2017:131},
note={35},
}
RefWorks
RT Generic
SR Electronic
ID 254858
A1 KELATI, AMANUEL FIDEL
A1 MASLO, ANEL
T1 Customer segmentation in services based on characteristics A study at AstaZero
YR 2018
AB Background
For service companies, it is essential to deliver good customer service to stay competitive out
in the market. Customer needs are changing over time and there are different needs for
different customer groups. Companies of today are in constant need of figuring out new ways
to keep their customers loyal and at the same time keep up with their competitors.
Because of different needs and different type of customers it is important for companies to be
aware of their different customer groups. A customer segmentation can be done to
differentiate customers from each other. By making a customer segmentation, customers can
be divided into different groups based on different characteristics and they can be
distinguished from each other. This enable companies to easier meet the customer needs and
use different marketing strategies for different customers. Where this study focuses on the
issue of customer segmentation in services.
Problem description
Customers are of different character and have different needs. Therefore, it is not optimal to
have same strategy and marketing for every customer. For a company, it is important to
segment their customers and identify the differences between the customer segments to easier
meet the customer needs and take care of those customers who are of high importance for the
company.
Problem description at the chosen company
AstaZero is a service providing company in the automotive industry, who sees an interest of a
segmenting their customers for further development. Because of a high demand on their
services and high customer variation it has become difficult for the company to know which
customers to prioritize and how the customer groups differ.
Purpose
The purpose with the project was to examine how a service based company can segment their
customers based on their different characteristics.
7
Methodology
For the study, different methods have been used to collect data.
• Literature study – The purpose of the literature study was to collect knowledge about
data related to the research questions furthermore, strengthen the report and explain
the theory behind customer segmentation.
• Interviews – were held with AstaZeros employees to collect data and get an insight of
how the company work. The chosen people who were interviewed had different
positions within the company.
• Questionnaire – were sent out to customers to collect data from the customer
perspective.
Analysis
The purpose of this study was to investigate how a service company can segment their
customers based on characteristics. A segmentation of AstaZero´s customers has been done
where two main customer segment groups has been founded where differences between the
two customer segments has been identified.
PB Institutionen för teknikens ekonomi och organisation, Chalmers tekniska högskola,PB Institutionen för teknikens ekonomi och organisation, Chalmers tekniska högskola,
T3 Master thesis. E - Department of Technology Management and Economics, Chalmers University of Technology, Göteborg, Sweden, no: E2017:131
LA eng
LK http://publications.lib.chalmers.se/records/fulltext/254858/254858.pdf
OL 30
