Department of Management

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

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An Exploratory Investigation of Multidimensional Customer Contact Sequences - Insights into Customer Behaviour in Multichannel Retailing. / Steinmann, Sascha; Schramm-Klein, Hanna; Mau, Gunnar; Wagner, Gerhard.

In: Marketing ZFP, Vol. 38, No. 2, 2016, p. 75-91.

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

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Steinmann, Sascha ; Schramm-Klein, Hanna ; Mau, Gunnar ; Wagner, Gerhard. / An Exploratory Investigation of Multidimensional Customer Contact Sequences - Insights into Customer Behaviour in Multichannel Retailing. In: Marketing ZFP. 2016 ; Vol. 38, No. 2. pp. 75-91.

Bibtex

@article{6080c5b02a6a44a9980a3ab0bf486363,
title = "An Exploratory Investigation of Multidimensional Customer Contact Sequences - Insights into Customer Behaviour in Multichannel Retailing",
abstract = "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{\textquoteright} 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.",
author = "Sascha Steinmann and Hanna Schramm-Klein and Gunnar Mau and Gerhard Wagner",
year = "2016",
language = "English",
volume = "38",
pages = "75--91",
journal = "Marketing ZFP",
number = "2",

}

RIS

TY - JOUR

T1 - An Exploratory Investigation of Multidimensional Customer Contact Sequences - Insights into Customer Behaviour in Multichannel Retailing

AU - Steinmann, Sascha

AU - Schramm-Klein, Hanna

AU - Mau, Gunnar

AU - Wagner, Gerhard

PY - 2016

Y1 - 2016

N2 - 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.

AB - 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.

M3 - Journal article

VL - 38

SP - 75

EP - 91

JO - Marketing ZFP

JF - Marketing ZFP

IS - 2

ER -