THE ROLE OF CUSTOMER SEGMENTATION IN MEETING CUSTOMER EXPECTATIONS
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THE ROLE OF CUSTOMER SEGMENTATION IN MEETING CUSTOMER EXPECTATIONS
This study explored the role of customer segmentation in meeting customer expectations, with objectives to identify how segmentation improves customer targeting, assess its impact on personalized marketing efforts, and evaluate its effectiveness in enhancing customer satisfaction. A survey research design was employed to gather data from a broad sample, providing detailed insights into customer segmentation practices. Using Taro Yamane’s formula, a sample size of 340 respondents was selected from the banking industry in Lagos. The reliability coefficient score for the survey was 0.88, indicating strong reliability. Findings indicated that effective customer segmentation significantly improves targeting, personalization, and customer satisfaction. Recommendations include adopting advanced segmentation techniques and leveraging data analytics to meet customer expectations and enhance marketing effectiveness.
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