Department of Management

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

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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.
Original languageEnglish
JournalEuropean Retail Research
Pages (from-to)97-120
Number of pages23
Publication statusPublished - 2010

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