Department of Management

Sascha Steinmann

Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing

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

Standard

Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing. / Steinmann, Sascha; Silberer, Günter.

In: European Retail Research, Vol. 24, No. i, 2010, p. 97-120.

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

Harvard

Steinmann, S & Silberer, G 2010, 'Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing', European Retail Research, vol. 24, no. i, pp. 97-120.

APA

Steinmann, S., & Silberer, G. (2010). Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing. European Retail Research, 24(i), 97-120.

CBE

MLA

Steinmann, Sascha and Günter Silberer. "Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing". European Retail Research. 2010, 24(i). 97-120.

Vancouver

Author

Steinmann, Sascha ; Silberer, Günter. / Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing. In: European Retail Research. 2010 ; Vol. 24, No. i. pp. 97-120.

Bibtex

@article{fffe468b87104902b37761bedcf6d9f8,
title = "Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing",
abstract = "We used a sequence alignment method to cluster customers (N = 132) of a branch of a German consumer electronics retailer according to the sequence of the customers{\textquoteright} contacts with its different marketing channels (e.g. store, homepage, newspaper advertising) during the whole purchase process. In doing so, we obtained three clusters in a short sequences and a long sequences segment. Results reveal differences in the customers{\textquoteright} behaviour concerning the customer contacts and their functions in the whole purchase process, as well as between the identified customer segments. Customer segmentation based upon demographic or psychographic variables would not have been able to enrich knowledge of the customers in this manner.",
author = "Sascha Steinmann and G{\"u}nter Silberer",
year = "2010",
language = "English",
volume = "24",
pages = "97--120",
journal = "European Retail Research",
issn = "1867-8785",
publisher = "Springer Gabler",
number = "i",

}

RIS

TY - JOUR

T1 - Clustering Customer Contact Sequences - Results of a Customer Survey in Retailing

AU - Steinmann, Sascha

AU - Silberer, Günter

PY - 2010

Y1 - 2010

N2 - We used a sequence alignment method to cluster customers (N = 132) of a branch of a German consumer electronics retailer according to the sequence of the customers’ contacts with its different marketing channels (e.g. store, homepage, newspaper advertising) during the whole purchase process. In doing so, we obtained three clusters in a short sequences and a long sequences segment. Results reveal differences in the customers’ behaviour concerning the customer contacts and their functions in the whole purchase process, as well as between the identified customer segments. Customer segmentation based upon demographic or psychographic variables would not have been able to enrich knowledge of the customers in this manner.

AB - We used a sequence alignment method to cluster customers (N = 132) of a branch of a German consumer electronics retailer according to the sequence of the customers’ contacts with its different marketing channels (e.g. store, homepage, newspaper advertising) during the whole purchase process. In doing so, we obtained three clusters in a short sequences and a long sequences segment. Results reveal differences in the customers’ behaviour concerning the customer contacts and their functions in the whole purchase process, as well as between the identified customer segments. Customer segmentation based upon demographic or psychographic variables would not have been able to enrich knowledge of the customers in this manner.

M3 - Journal article

VL - 24

SP - 97

EP - 120

JO - European Retail Research

JF - European Retail Research

SN - 1867-8785

IS - i

ER -