Department of Management

An Exploratory Investigation of Multidimensional Customer Contact Sequences - Insights into Customer Behaviour in Multichannel Retailing

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  • Sascha Steinmann
  • Hanna Schramm-Klein, University of Siegen, Germany
  • Gunnar Mau, University of Siegen, Germany
  • Gerhard Wagner, University of Siegen, Germany
We used a multidimensional sequence alignment method to cluster customers (N = 304) of a German multichannel retailer for consumer electronics according to the multidimensional sequences of their realised customer contacts (dimension 1), the functions of the realised contacts (dimension 2) and the importance of the customer contact (dimension 3). In doing so, we obtained four clusters. The results of our exploratory study reveal differences regarding the customers’ behaviour concerning the customer contacts and their functions across the entire purchase process and between the customer segments identified. Furthermore, the findigs show that the dimensions of the multidimensional sequences are influenced by the complexity and the price of the purchased product and they further influence aspects related to customer satisfaction and perceived risk. The method that we applied is superior to customer segmentation based on demographic or psychographic variables and enriches our knowledge of customer behaviour in a multichannel retail system.
Original languageEnglish
JournalMarketing ZFP
Volume38
Issue2
Pages (from-to)75-91
Number of pages17
Publication statusPublished - 2016

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