University of Twente Student Theses
Best combination, sequence or relative importance of variables in order to improve the level of business performance and the use of preferred customer status : a case study among Dutch-located firms in the transportation/truck sector
Seppenwoolde, M.J.R. (2018) Best combination, sequence or relative importance of variables in order to improve the level of business performance and the use of preferred customer status : a case study among Dutch-located firms in the transportation/truck sector.
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| Abstract: | This thesis has investigated the impact of market segmentation practices on the level of business performance, in order to provide a best combination, sequence, or relative importance of certain variables that lead to a higher level of business performance. This thesis also investigated on which bases companies assign a preferred customer status and what type of preferential treatment these customer receive. It was done by the analysis of five Dutch-located firms in the transportation/truck sector, which were independently interviewed about their segmentation practices as well as their granting of preferred customer statuses. The level of business performance was indicated via a score on their market orientation. The results of this study show that there is a positive relationship between an elaborated customer segmentation process and a higher level of business performance. It also shows the best combination, sequence or relative importance of variables to increase the level of business performance. The study further shows that all investigated companies grant some of their customers a preferred customer status. Four of the five investigated companies also translate this preferred customer status into a preferential treatment. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 83 economics, 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/75337 |
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