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http://dx.doi.org/10.15207/JKCS.2018.9.9.371

A Study on the Customer Segmentation and Performance by Medical Service Experience : Focusing on the Relational Benefits  

Park, Gwijeong (Dept. of Business Administration, Gyeongsang National University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.9, 2018 , pp. 371-378 More about this Journal
Abstract
The purpose of this study is to classify the customers according to the characteristics of the relational benefits and to compare the performances of the sub-groups. As a result of the research, the group type according to the relational benefits was subdivided into 3 groups, and each group was named emotional relational group, continuous relational group and intermittent relational group considering customer characteristics. First, the emotional relational group is the group that emphasizes the empathy and assurance between the service provider and the customer, and the continuous relational group is the group with the highest social, confidence and economic benefits. The intermittent relational group was simply a transaction-oriented group. This implies that a differentiated customer management strategy is needed for each relational benefit group based on customer experience in medical services.
Keywords
Medical services; Relational benefits; Customer satisfaction; Revisit intention; K-means clustering analysis;
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Times Cited By KSCI : 1  (Citation Analysis)
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