Department of Management

Sascha Steinmann

Segmenting Customers according to their Multidimensional Contact Sequences – Application of a Multidimensional Sequence Alignment Approach

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  • Sascha Steinmann
  • Gunnar Mau, University of Siegen, Germany
  • Hanna Schramm-Klein, University of Siegen, Germany
  • Günter Silberer, Georg-August Universität Göttingen, Germany
We used a multidimensional sequence alignment method to cluster customers of a retailer for consumer electronics according to the multidimensional sequences of their customer contacts, their functions and importance. Results reveal differences in the customers’ behavior concerning the customer contacts, their functions and importance across the purchase process, as well as between the segments identified.
Original languageEnglish
JournalAdvances in Consumer Research
Pages (from-to)563-565
Publication statusPublished - 2012

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