The document analyzes customer segmentation data for a theater company called PRC Theater. It divides customers into 6 groups: Tried and Trues, Tried and Blues, Try no more, Searchers, Samplers, and Novices. It describes the characteristics, subscription tendencies, and satisfaction levels of each group based on their transaction history and relational motivation with PRC Theater. A figure then maps the 6 customer groups based on their relational motivation and satisfaction levels with PRC Theater.

1. A case study: PRC Theater
Customer segmentation divided by transaction
Subscribers Describe
• Wealthy , older and satisfied with current
Tried and Trues
performance
• Long time subscribers and definitely renew
next season
• Wealthy , not especially satisfied with whole
Tried and Blues
current performance
• Have been subscribers for several years but
might be considerate to subscribing next year
• Short-time subscribers and not satisfied with
Try no more
current performance
• Decided to not renew for the next season

2. Single – ticket buyers Describe
Searchers • Well – educated and satisfied with current
performance
• Frequent to goes to theater based on PRC’s
reputation or just have “Night out”
• Willingness to investment for the next year
Samplers • Word – of – mouth but expectation not meet
with the current performance
• Frequent to goes to theater based on hearing
positive things in performance
• Interest in subscribing next year
Novices • Younger or student who required to attend
production in theater class
• They will not subscribing next year

3. • Figure 3 Mapping relational motivation and satisfaction of
PRC’s six customer group
Satisfaction of PRC’s
customer segment
High
Searchers*
Tries&trues
Novices Relational motivation
Low High of PRC’s customer
Tried&Blues segmentation
Samplers
Try no mores*
Low
** Small arrow indicate an expected shift in relational commitment