Does market segmentation strategy have a direct relationship with customer loyalty?
How does Positioning Effectiveness act as a mediating variable between Market segmentation and customer loyalty?
Will Positioning effectiveness serve better as a mediating variable or moderating variable?
Of the different ways to segment a market, pyschographic segmentation using VALS 2 may be best - values, attitudes and lifestyle, as it provides greater insights which then enables a positioning strategy to be executed
It depends on the segmentation, a market segmention does not have a direct effect on customer loyality, whereas a customer segmentation can, if it is carried out properly and appears relevant to the customers ( ie archetypal segmentations and lymbic mappings). Regards, Jens
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