TY - JOUR
T1 - Multichannel customer segmentation : does the after-sales channel matter? : a replication and extension
AU - De Keyser, A.
AU - Schepers, J.J.L.
AU - Konus, U.
PY - 2015
Y1 - 2015
N2 - 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
AB - 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
U2 - 10.1016/j.ijresmar.2015.09.005
DO - 10.1016/j.ijresmar.2015.09.005
M3 - Article
SN - 0167-8116
VL - 32
SP - 453
EP - 456
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
IS - 4
ER -