Department of Management

Sascha Steinmann

Classifying Customers with Multidimensional Customer Contact Sequences

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

We used a multidimensional sequence alignment method to cluster customers (N = 151) of a German tour operator according to the multidimensional sequences of their customer contacts (dimension 1), their functions (dimension 2) and importance of the customer contact (dimension 3). In doing so, we obtained four clusters. Results reveal differences in the customers’ behavior concerning the customer contacts and their functions in the whole purchase process, as well as between the customer segments identified. Customer segmentation based upon demographic or psychographic variables would not have been able to enrich the knowledge of the customers in this manner.
Original languageEnglish
JournalAdvances in Consumer Research
Volume36
Pages (from-to)515-523
Number of pages9
ISSN0098-9258
Publication statusPublished - 2009

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