| Summary: | 碩士 === 國立成功大學 === 國際經營管理研究所 === 102 === Several factors may affect switching behavior from conventional to Islamic banks in Aceh, Indonesia. Analysis to 318 respondents from 6 Islamic banks explained the phenomenon. Using determinant attribute theory with eight factors as independent variable in research methodology, this research aimed to segment the customers based on the reasons and the most important attribute or factor that affect their decision on switching process.
Using three steps analysis, all customers could divide into 4 clusters. Transaction oriented segment was single female with high school level. They most affected by pricing and select Islamic greeting in Muslim identity nostalgia. General interested segment was affected by all factors from married male with undergraduate level. All 113 peoples prefer to Islamic marketing programs with more Muslim identity in cosmopolitanism construct. Service opposed segment was affected by external factor, 45 single female customers from undergraduate level. Finally, religion oriented cluster most focuses on knowledge factor. They were single male with undergraduate level. They were 101 peoples that gave most appreciate to profit and loss sharing form with Muslim identity in cosmopolitanism construct.
This segmentation methodology use benefits as the primary basic to segment market. It provides actionable recommendations to the managers, although the data in this study is based on survey. The segmentation methodology can be applied to customer database marketing.
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