Segmenting customer‐brand relations: beyond the personal relationship metaphor

Purpose – The purpose of this paper is to propose and test segmentation of multi‐dimensional customer‐brand relationships as a superior method of defining, understanding, and predicting customer loyalty behaviors. Design/methodology/approach – A method of segmenting customer‐brand relationships is proposed, based on the development of personal and functions connections. The resulting groups are hypothesized to better define and predict customer loyalty behaviors. The model is tested with an empirical sample. Findings – Customers can be effectively segmented into relationship groups, based on the extent to which they have personal and functional connections with the brand. These relationship groups display different levels of commitment to the brand and engage in significantly different levels of loyalty behaviors. The resulting segments serve to define and measure levels of customer loyalty. Research limitations/implications – The primary limitation of this research is that behaviors were self‐reported. However, the impact was limited by the fact that the initial survey was conducted six months before the behavior questionnaire. Practical implications – These results have extensive implications for developing customer‐brand relationships that promote, enhance, and expand loyalty behaviors. Originality/value – Measures of loyalty based on behavior in the market or customer satisfaction have proven ineffective at defining, measuring, and predicting loyalty behaviors. Relationship segmentation not only better defines loyalty, but also provides insight into loyalty development, based on personal and functional connections.