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Strategic segmentation: How customer value shapes relationship management in B2B markets

Krugten, T.M. van (2025) Strategic segmentation: How customer value shapes relationship management in B2B markets.

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Abstract:In today’s highly competitive B2B landscape, customer relationship management is no longer a one-size-fits-all approach. This thesis explores how value-based segmentation shapes relationship management strategies within B2B companies. By combining theoretical frameworks with qualitative data from 31 expert interviews across diverse industries, this research reveals that most firms actively differentiate their customer treatment based on value segmentation, using models such as RFM, macro-micro segmentation, and customer lifetime value (CLV). High-value clients typically receive preferential treatment such as personalized communication, pricing advantages, and operational flexibility, while baseline service levels are maintained for lower-tier customers. The findings show that value segmentation not only enhances CRM efficiency and customer satisfaction but also drives company performance through optimized resource allocation and strategic alignment. This research bridges a gap in the literature by integrating customer value into practical CRM applications and offers actionable insights for managers seeking to optimize their customer-centric strategies in B2B environments.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/106756
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