Psychographic segmentation of multichannel customers: investigating the influence of individual differences on channel choice and switching behavior

Blömker, Jan and Carmen-Maria Albrecht

Journal of Retailing and Consumer Services, 2024, vol. 79, issue C

Abstract: This study investigates the role of individual differences in channel choice and switching behavior in a multichannel environment using latent class analysis on data from 1512 customers. Psychographic variables from five domains (risk attitudes, cognitive ability, motivation, personality, and decision-making style) serve as covariates for multichannel customer behavior. We identify six segments that differ significantly on six psychographic variables (readiness to take risks, need for cognition, autotelic and instrumental need for touch, and rational and intuitive decision-making styles). The results advance the theory-building of multichannel customer behavior and present insights for proactively managing customer journeys of distinct segments.

Keywords: Multichannel customer behavior; Customer journey; Individual differences (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001024

DOI: 10.1016/j.jretconser.2024.103806

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