For membership programmes, segmentation is an important marketing tool to define groups who share common characteristics and values. An efficient segmentation of members can positively benefit the development of member relationships. With a vacation travel club as the empirical environment, this...

This research consisted of three studies that aimed to systematically understand the value creation of memberships from the perspective of members with paid memberships. Study one developed a 2 x 2 behavior-based member segmentation along the dimensions of price sensitivity...