Citas bibligráficas
Evaristo, R., (2017). Implementación de la estrategia de segmentación de clientes para el incremento en el uso de la tarjeta de crédito de una entidad bancaria [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/12600
Evaristo, R., Implementación de la estrategia de segmentación de clientes para el incremento en el uso de la tarjeta de crédito de una entidad bancaria [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/12600
@misc{sunedu/3000961,
title = "Implementación de la estrategia de segmentación de clientes para el incremento en el uso de la tarjeta de crédito de una entidad bancaria",
author = "Evaristo Broncano, Roberto Carlos",
publisher = "Universidad Privada del Norte",
year = "2017"
}
ABSTRACT The thesis in the modality of professional sufficiency denominated "Implementation of the strategy of the customer segmentation for the increase in the use of the credit card of a bank" presents the general problem: How the implementation of the strategy of customer segmentation will increase the use of the credit card of a bank?, which propose the general objective: Implement the strategy of customer segmentation to increase the use of the credit card of a bank. It developed a success case in a bank that is based on theoretical contributions on the Customer Segmentation from the point of view of Marketing, CRM and Statistics; it also presents the bases of management theory applied to Campaign Management. In the development of the case, there were two segmentations: by level of consumption (Heavy, Medium, Light Transactor) and by commercial spins consumption (Travellers, Retail, God eating, et cetera.) which positively impacted the customer knowledge and formulation of innovative commercial strategies that resulted in good results for the increase of credit card use. KEYWORDS: segmentation, credit card, banking, CRM, campaign management, customer knowledge.
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