ABSTRACT

This study seeks to combine financial portfolio theory and dynamic customer segmentation in a coherent framework to propose possible optimal segmentations in terms of risk and profitability and define the steps towards better customer segmentation and company performance. The relevance of this approach is demonstrated using the case of a Japanese hotel chain. We find that companies should pay attention to not only the most valuable customer segments, but also lower value segments as they can have a great impact on risk reduction and diversification. Further, optimal segments are often not implementable in practice, but we use the dynamic segmentation approach to explore methods that companies can use for better segmentation (in terms of risk and profitability).

摘要

本研究旨在将金融投资组合理论和动态客户细分结合在一个连贯的框架中，以根据风险和盈利能力提出可能的最佳细分，并定义实现更好的客户细分和公司绩效的步骤。使用日本连锁酒店的案例证明了这种方法的相关性。我们发现，公司不仅应该关注最有价值的客户群，还应该关注价值较低的客户群，因为它们对降低风险和分散风险有很大的影响。此外，最佳细分通常无法在实践中实施，但我们使用动态细分方法来探索公司可以用来更好地细分（在风险和盈利能力方面）的方法。