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

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  • De Keyser, Arne
  • Schepers, Jeroen
  • Konuş, Umut

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.

Suggested Citation

  • De Keyser, Arne & Schepers, Jeroen & Konuş, Umut, 2015. "Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 453-456.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:4:p:453-456
    DOI: 10.1016/j.ijresmar.2015.09.005
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    References listed on IDEAS

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    1. Verhoef, Peter C. & Kannan, P.K. & Inman, J. Jeffrey, 2015. "From Multi-Channel Retailing to Omni-Channel Retailing," Journal of Retailing, Elsevier, vol. 91(2), pages 174-181.
    2. Dholakia, Utpal M. & Kahn, Barbara E. & Reeves, Randy & Rindfleisch, Aric & Stewart, David & Taylor, Earl, 2010. "Consumer Behavior in a Multichannel, Multimedia Retailing Environment," Journal of Interactive Marketing, Elsevier, vol. 24(2), pages 86-95.
    3. Rosseel, Yves, 2012. "lavaan: An R Package for Structural Equation Modeling," Journal of Statistical Software, Foundation for Open Access Statistics, vol. 48(i02).
    4. Srinivasan, Narasimhan & Ratchford, Brian T, 1991. "An Empirical Test of a Model of External Search for Automobiles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 233-242, September.
    5. Konuş, Umut & Verhoef, Peter C. & Neslin, Scott A., 2008. "Multichannel Shopper Segments and Their Covariates," Journal of Retailing, Elsevier, vol. 84(4), pages 398-413.
    6. Sonja Gensler & Peter Verhoef & Martin Böhm, 2012. "Understanding consumers’ multichannel choices across the different stages of the buying process," Marketing Letters, Springer, vol. 23(4), pages 987-1003, December.
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