To cope with the trend of financial market liberalization and to improve financial efficiency in the highly competitive financial markets, the effort of finding core competitiveness to provide differentiated services and enhanced quality to meet various customer needs have become an important issue in banking industry.
Using the lifestyle variables as segmentation bases, avtotal of 230 questionnaires were collected from customers who opened an account with Cosmos Bank in Taipei .
The study questionnaire was divided into two major parts; first part was on the lifestyle and the second part was on the demographic variables. ANOVA analysis,chi-square test, factor analysis and cluster analysis of statistical methods were used to analyze the applications. The research findings are as follows：
1.On 34 questions of lifestyle (AIO) questionnaires by using the Factor analysis to format seven factors, namely, “fashion brand”, ”socialization active”, “feeling emotion”, “family warmth”, “organized rational factor”, “disciplinary life”, and “pragmatic factors”.
2.By using Cluster and Discriminated analysis, respondent samples can be segmented into three market segments, namely, “changeable in fashion brand group”, ” home loving and stabile group” and “active socializing with regular life group”. Significant differences were found both in the three market segments and the seven lifestyle factors.
3.The three market segments have significant difference on “marriage condition”, “age”, and “personal average monthly income”, in the three market segments.