Customer segmentation and how to implement them in the financial services sector

Tobias Kleiner

2008

Scientific literature provides various customer segmentation approaches. However, there is hardly any research on implementing such segmenting or on the decision-making components.

As part of a theoretical study, Tobias Kleiner analyzes the application and goals of customer segmenting in the banking sector. Using a neo-contingency approach, he sets out to examine the relationship between decision-making components. He then explains how customer segmentation is set up in the financial services sector. These findings help provide a theoretical basis for customer segmenting and can be useful for making practical decisions.