Qualitative test for segmentation as an independent variable to identify customer loyalty as a dependent one in monetary market.

Segmentation is a necessary and useful instrument for being in a market as a valuable brand. The general objective of this process is to improve your market in over competition situation and deliver the best service to your special customers. It means to segment the market into some parts that satisfies two conditions. Is market segmentation a variable? If yes can it use as an independent one to find out the other variable as a dependent variable or a function. The type of paper is Research type and the research design is of casual researches that is a subdivision of conclusive researches category. In this article we applied the Q-Methodology which is a qualitative& quantitative one. In fact Q methodology is a bridge between qualitative and quantitative research. To gather the answers of respondents and sort the data in different degrees, we used of factor analysis technic to decrease the number of data. Factor analysis technic has three steps, producing correlation matrix, extracting factors on the basis of variable correlation coefficients, and finding the most relationship between variables and some factors. A questionnaire with 33 questions categorized in three groups, is our instrument for collecting the data. Sample volume is calculated by use of kukran formula. Multi steps non-probability clustering on the basis of convenience sampling, is the method and it means we choose the sample easily reachable. At first step of final analysis we found that the correlation coefficients do not have enough relationship with one unique factor. So the second step does not studied. The final result is that the hypothesis of the article is not correct and able to be justified.

کلیدواژه ها:

Customer Loyalty ، Market Segmentation ، Iran Monetary Market ، Market Segmentation Variable