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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31852

    Title: 台北市生活型態與市場區隔之研究 : 以大眾銀行客戶為例
    Other Titles: A study of Taipei's city of lifestyle and market segmentation : a case study of customers of Ta Chong commercial bank
    臺北市生活型態與市場區隔之研究 : 以大眾銀行客戶為例
    Authors: 吳沛縈;Wu, Pei-ying
    Contributors: 淡江大學國際商學碩士在職專班
    黃志文;Huang, Chih-wen
    Keywords: 生活型態;集群分析;市場區隔;Cluster and Discriminated analysis
    Date: 2007
    Issue Date: 2010-01-11 01:20:02 (UTC+8)
    Abstract: 在金融機構競爭激烈情形下,除了靠銀行對顧客服務品質的提

    In order to face the highly competitive environment of Taiwan financial market,
    banks are needed to understand the consumer characteristics to upgrade the customer
    service quality of its target market. According to the needs of consumers of target
    market, banks can provide the most suitable financial products to create the
    competitive advantage. The purpose of this research is to use the lifestyle variables as
    segmentation bases. A total of 398 questionnaires are collected from the Taipei
    branches of Ta Chong Bank.
    The research findings are as follows:
    1. On 34 questions of lifestyle (AIO) questionnaires by using the Factor analysis to
    format eight factors, namely, “ Fashion brand”, “Socialization Active”, “Generic
    Practical”, “Disciplinary life”, “Family Warmth”, “Feeling Emotion”, “Creativity
    Active”, and “Future Brighten”.
    2. By using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely. “Fashion Socialization”, “External – Control behavior”, and “Family – Business”.
    3. The three market segments and eight lifestyle factors both have significant differences.
    4. The three market segments have only significant difference on “Average Family Income”
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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