Understanding Female Segments Based on Benefit of Loyalty Program
Yudi Sutarso,
Larasati Ayu Sekarsari,
Aniek Maschudah Ilfitiah
et al.
Abstract:Loyalty programs in banking need to look at the dynamics of female consumers, especially when digital businesses dominate marketing transactions. In the literature, segmentation studies are mostly carried out on retail services, airlines, and hotels, which are rare in banking, especially related to loyalty program services. Therefore, this study is expected to close the gap without a segmentation study in a banking context. This study aims to identify the female customer segment by assessing the bank's loyalt… Show more
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