Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension

Arne De Keyser, Jeroen Schepers and Umut Konuş

International Journal of Research in Marketing, 2015, vol. 32, issue 4, 453-456

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 Konuş, 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.

Keywords: Multichannel customer segmentation; Latent class modeling; Customer shopping journey (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (37)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811615001123
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:32:y:2015:i:4:p:453-456

DOI: 10.1016/j.ijresmar.2015.09.005

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().