The buying behaviour of potential customers in terms of interior designs in Ghana differs from those in the Western context. There is a relatively low patronage of interior design products or services compared to the Western context (Ogunduyile et al, 2008). Existing literature have often looked at the direct causal relationship between market segmentation strategies and customer loyalty without emphasizing the effectiveness of positioning which could drive customer loyalty (Yim et al., 1999). The paper focuses on assessing the impact of market segmentation strategies on customer loyalty of Interior Design Industries, with the mediating role of positioning effectiveness. A total of 220 customers of Interior Design Industries within the Kumasi Metropolis of which 200 responses were obtained representing 90% response rate. Convenience sampling techniques was used in selecting customer’s whiles Structural Equation Model was used to analyze the data. The study revealed that, Behavioural, psychographic and demographic segmentations impacted positively on customer loyalty. Geographic segmentation variable however, impacted negatively on customer loyalty. Psychographic segmentation impacted positively on positioning effectiveness and customer loyalty. Positioning Effectiveness partially mediates between psychographic segmentation strategies and customer loyalty. Positioning Effectiveness has no mediation between geographic segmentation, behavioural segmentation, demographic segmentation and customer loyalty.
| Published in | European Business & Management (Volume 7, Issue 1) |
| DOI | 10.11648/j.ebm.20210701.12 |
| Page(s) | 1-13 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2021. Published by Science Publishing Group |
Interior Design Industries, Market Segmentation Strategies, Psychographic Segmentation, Positioning Effectiveness, Customer Loyalty
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APA Style
Alfred Owusu, Gertrude Agyemang. (2021). Impact of Market Segmentation Strategies on Customer Loyalty: The Mediating Role of Positioning Effectiveness of Interior Design Industries within the Kumasi Metropolis. European Business & Management, 7(1), 1-13. https://doi.org/10.11648/j.ebm.20210701.12
ACS Style
Alfred Owusu; Gertrude Agyemang. Impact of Market Segmentation Strategies on Customer Loyalty: The Mediating Role of Positioning Effectiveness of Interior Design Industries within the Kumasi Metropolis. Eur. Bus. Manag. 2021, 7(1), 1-13. doi: 10.11648/j.ebm.20210701.12
AMA Style
Alfred Owusu, Gertrude Agyemang. Impact of Market Segmentation Strategies on Customer Loyalty: The Mediating Role of Positioning Effectiveness of Interior Design Industries within the Kumasi Metropolis. Eur Bus Manag. 2021;7(1):1-13. doi: 10.11648/j.ebm.20210701.12
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Download@article{10.11648/j.ebm.20210701.12,
author = {Alfred Owusu and Gertrude Agyemang},
title = {Impact of Market Segmentation Strategies on Customer Loyalty: The Mediating Role of Positioning Effectiveness of Interior Design Industries within the Kumasi Metropolis},
journal = {European Business & Management},
volume = {7},
number = {1},
pages = {1-13},
doi = {10.11648/j.ebm.20210701.12},
url = {https://doi.org/10.11648/j.ebm.20210701.12},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ebm.20210701.12},
abstract = {The buying behaviour of potential customers in terms of interior designs in Ghana differs from those in the Western context. There is a relatively low patronage of interior design products or services compared to the Western context (Ogunduyile et al, 2008). Existing literature have often looked at the direct causal relationship between market segmentation strategies and customer loyalty without emphasizing the effectiveness of positioning which could drive customer loyalty (Yim et al., 1999). The paper focuses on assessing the impact of market segmentation strategies on customer loyalty of Interior Design Industries, with the mediating role of positioning effectiveness. A total of 220 customers of Interior Design Industries within the Kumasi Metropolis of which 200 responses were obtained representing 90% response rate. Convenience sampling techniques was used in selecting customer’s whiles Structural Equation Model was used to analyze the data. The study revealed that, Behavioural, psychographic and demographic segmentations impacted positively on customer loyalty. Geographic segmentation variable however, impacted negatively on customer loyalty. Psychographic segmentation impacted positively on positioning effectiveness and customer loyalty. Positioning Effectiveness partially mediates between psychographic segmentation strategies and customer loyalty. Positioning Effectiveness has no mediation between geographic segmentation, behavioural segmentation, demographic segmentation and customer loyalty.},
year = {2021}
}
TY - JOUR T1 - Impact of Market Segmentation Strategies on Customer Loyalty: The Mediating Role of Positioning Effectiveness of Interior Design Industries within the Kumasi Metropolis AU - Alfred Owusu AU - Gertrude Agyemang Y1 - 2021/01/22 PY - 2021 N1 - https://doi.org/10.11648/j.ebm.20210701.12 DO - 10.11648/j.ebm.20210701.12 T2 - European Business & Management JF - European Business & Management JO - European Business & Management SP - 1 EP - 13 PB - Science Publishing Group SN - 2575-5811 UR - https://doi.org/10.11648/j.ebm.20210701.12 AB - The buying behaviour of potential customers in terms of interior designs in Ghana differs from those in the Western context. There is a relatively low patronage of interior design products or services compared to the Western context (Ogunduyile et al, 2008). Existing literature have often looked at the direct causal relationship between market segmentation strategies and customer loyalty without emphasizing the effectiveness of positioning which could drive customer loyalty (Yim et al., 1999). The paper focuses on assessing the impact of market segmentation strategies on customer loyalty of Interior Design Industries, with the mediating role of positioning effectiveness. A total of 220 customers of Interior Design Industries within the Kumasi Metropolis of which 200 responses were obtained representing 90% response rate. Convenience sampling techniques was used in selecting customer’s whiles Structural Equation Model was used to analyze the data. The study revealed that, Behavioural, psychographic and demographic segmentations impacted positively on customer loyalty. Geographic segmentation variable however, impacted negatively on customer loyalty. Psychographic segmentation impacted positively on positioning effectiveness and customer loyalty. Positioning Effectiveness partially mediates between psychographic segmentation strategies and customer loyalty. Positioning Effectiveness has no mediation between geographic segmentation, behavioural segmentation, demographic segmentation and customer loyalty. VL - 7 IS - 1 ER -
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