Segmenting Customers According to Their Multidimensional Contact Sequences - Application of a Multidimensional Sequence Alignment Approach

Sascha Steinmann, University of Siegen, Germany
Gunnar Mau, University of Siegen, Germany
Hanna Schramm-Klein, University of Siegen, Germany
Günter Silberer, University of Goettingen, Germany
We used a multidimensional sequence alignment method to cluster customers of a retailer for consumer electronics according to the multidimensional sequences of their customer contacts, their functions and importance. Results reveal differences in the customers’ behavior concerning the customer contacts, their functions and importance across the purchase process, as well as between the segments identified.
[ to cite ]:
Sascha Steinmann, Gunnar Mau, Hanna Schramm-Klein, and Günter Silberer (2011) ,"Segmenting Customers According to Their Multidimensional Contact Sequences - Application of a Multidimensional Sequence Alignment Approach", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 563-565.