Benefit segmentation in financial service industry :: A Case study on Bank Tabungan Negara
YUNIANTO, Achmad, Dr. Catur Sugianto, MA
2002 | Tesis | Magister Manajemen-
Fierce competition in Indonesian banking industry had forced banks to get closer to their customers in order to maintain their customer base. However, consider the banks h t e d resources and the market competition, raised question on which customer they should focus to serve. Benefit segmentation as one of the concept of market segmentation, provides a clear picture of which segment or type of customers the bank should focus. Undertaken in Bank Tabungan Ncgara, &IS research was aimed to identify benefits that desired by BTN customer in financial service; segments for BTN based on those benefits; and to identify whether there is a relationship between customers’ demographics and their desired benefits. Factor analysis with principal component method was used to extract from 29 banking attributes a set of factors that capable to capture the main features of the responses. Cluster analysis was then applied to the data set to identify whether a bundle of benefit might be sought by specific customer segment. The last, cht-square test was applied to identify whether there is any correlation between the cluster and the demographic variables . Five factors (main benefits) that seek by BTN customers were found, namely: safety-convenience; relational; bank‘s features; cost; and promotional incentives. Based on those factors, BTN customers could be classified into four segments, service-oriented (38,41%), rate sensitive (1 6,85%), incentivc seekers (1 3,3Oo/o), and safety-convenience (31,44%). A significant correlation between demographc characteristics (gender, age, education, income, monthly spending, occupation, and number of chddren) and desired customer benefits werc found. Therefore, those demographic characterisbcs could be used to develop BTN customers’ profiIes.
Kata Kunci : Strategi Bisnis,Bank, Layanan, hen@ segmentation, factor anabsis, clzister anabsis, chi-square test.
