تجزئة زبائن متاجر التجزئة الغذائية على أساس الخدمات المرغوبة : دراسة ميدانية

الملخص EN

The aim of this study was to determine the relative importance of the services provided by food retail stores for customers and segment them on this basis.

To achieve this objective a questionnaire was distributed to a sample consisting of 50 customers.

After collecting and analyzing information through hierarchical cluster analysis and quick cluster analysis the study found two segments of customers : the first segment consists of 30 customers attache great importance to the services provided by food retail stores.

While the second segment consists of 20 customers paying an average importance for these services