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

• We refine Konuş et al.’s (2008) study on multichannel customer segmentation.
• Segmentation is based on channel use for search, purchase, and after-sales.
• A 3-stage solution results in 6 segments, refining the original 2-stage solution.
• After-sales adds to our understanding of web-focused and research shopper segments.
• The six segments differ in average revenue and customer loyalty

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.