We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
SEGMENTER AVEC LA PERSONNALITÉ.
- Authors
JULIEN, ANNE
- Abstract
As practioners are trying to identify the most accurate customer segmentation, a research field deserves to be revisited, that of customer personality. The psychological approach of Jung, adapted by the Myers-Briggs Type Indicator® appears to be an appropriate and new approach for this research. The study finds that the strength of the links between satisfaction and trust towards loyalty is moderated by two dimensions of personality. It shows in which ways, we can put this information in practice.
- Subjects
MARKET segmentation; PERSONALITY; MYERS-Briggs Type Indicator; CUSTOMER satisfaction; CUSTOMER loyalty
- Publication
Décisions Marketing, 2010, Issue 57, p43
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.057.43.51