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Consumption values and relationships: segmenting the market for frequency programs

Mary M. Long (Assistant Professor of Marketing, Le Bow College of Business, Philadelphia, Pennsylvania, USA)
Leon G. Schiffman (Professor of Marketing and Lippert Distinguished Scholar in Marketing, Zicklin School of Business, Baruch College – CUNY, New York City, New York, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 June 2000

Abstract

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships with service providers differently and those service providers’ marketing communications. The present study explores the range of values which motivate business consumers’ reactions to service providers, specifically airlines’ frequent flyer programs. As part of this process, consumers are segmented in terms of their values and relationships with airlines in order to better understand the motives and behavior that drive choice of service providers. Based on the results, specific communications strategies are offered for each of the identified segments that address the desired benefits sought by each value segment.

Keywords

Citation

Long, M.M. and Schiffman, L.G. (2000), "Consumption values and relationships: segmenting the market for frequency programs", Journal of Consumer Marketing, Vol. 17 No. 3, pp. 214-232. https://doi.org/10.1108/07363760010329201

Publisher

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MCB UP Ltd

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