Market segmentation of customers of public librariesbased on the loyalty to cluster analysis of k-mean (studying Lurestan, Fars and Khuzestan provinces)

Identification of the target audience of public libraries is the most important step in marketing programs, and one of the most important strategies to achieve this goal, is market segmentation of the customers. In this regard, this study intends to investigate market segmentation of public libraries’ customers in Lurestan, Fars, and Khuzestan provinces based on the loyalty concept with k- mean method.

Participants of the study were 300 public library members in the three mentioned provinces and a questionnaire was used as the data collection tool. SPSS was used for the analysis of the statistical data. Data analysis was conducted in three stages. In the first stage based on factor analysis, variables were classified as five factors; in the second stage based on clustering, k-mean was used and market segments were identified and in the third stage, the clusters were analyzed.

At the end of the study and according to the observed characteristics, two clusters were recognized as the “behavioral and attributed loyals” and “neutral customers”. the cluster of customers loyalty are loyal both attitudinal and behavioral, but neutral customers are “no comment”. In demographic characteristics, only there were significant difference between books and serials are borrowed. The results of the present research about public libraries can provide useful hints to the actual activities of the public libraries and can be regarded as the basis of many marketing programs.