Multichannel customer segmentation : does the after-sales channel matter? : a replication and extension

A. Keyser, J.J.L. Schepers, U. Konus

Research output: Contribution to journalArticleAcademicpeer-review

54 Citations (Scopus)
11 Downloads (Pure)

Abstract

Segmentation is critical in developing a successful multichannel customer management strategy. Multiple researchers recognized the need to adopt a multi-stage customer journey perspective, taking into account the channels used for information search and product purchase. This paper aims to advance previous research in this area. Specifically, we replicate and extend Konus, Verhoef and Neslin's (2008) original study in four ways: we include (i) the after-sales service stage and (ii) the often overlooked, yet important call center channel in the segmentation scheme. We (iii) utilize self-report channel behavior instead of measures of channel appropriateness, and (iv) investigate the value of previously ignored covariates, such as product complexity, to predict segment membership
Original languageEnglish
Pages (from-to)453 - 456
JournalInternational Journal of Research in Marketing
Volume32
Issue number4
DOIs
Publication statusPublished - 2015

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