Classifying Customers With Multidimensional Customer Contact Sequences

Sascha Steinmann, University of Goettingen, Germany
Guenter Silberer, University of Goettingen, Germany
We used a multidimensional sequence alignment method to cluster customers (N = 151) of a German tour operator according to the multidimensional sequences of their customer contacts (dimension 1), their functions (dimension 2) and importance of the customer contact (dimension 3). In doing so, we obtained four clusters. Results reveal differences in the customers’ behavior concerning the customer contacts and their functions in the whole purchase process, as well as between the customer segments identified. Customer segmentation based upon demographic or psychographic variables would not have been able to enrich the knowledge of the customers in this manner.
[ to cite ]:
Sascha Steinmann and Guenter Silberer (2009) ,"Classifying Customers With Multidimensional Customer Contact Sequences", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 515-523.