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1 – 10 of 528Ilaria Dalla Pozza, Ana Brochado, Lionel Texier and Dorra Najar
The purpose of this paper is to present a multichannel segmentation approach to identifying customer segments based on actual customer channel usage in the post-purchase phase in…
Abstract
Purpose
The purpose of this paper is to present a multichannel segmentation approach to identifying customer segments based on actual customer channel usage in the post-purchase phase in the health insurance industry.
Design/methodology/approach
A multinomial regression model and count regression models were estimated to describe the profiles of customer segments and the frequency of channel usage based on generations and sociodemographic variables.
Findings
This study identified generational differences in channel usage. Single female customers from the Pre-Boomer or Baby Boomer generation and customers living in states with lower incomes are more likely to use call centres. Website users tend to live in regions with higher per capita income. Multichannel users are, on average, more frequent users of both the website and call centres. In terms of sociodemographics, they display a more heterogeneous profile.
Research limitations/implications
The proposed segmentation needs to be enriched with additional variables such as customers’ health status or channel usage motivations.
Practical implications
Customers, who are male, married and from Generations Y and X, are more likely to use the website. Their propensity to switch to a digital channel could be investigated further to develop targeted migration strategies. Multichannel users are, on average, more frequent users of all channels. To avoid increased channel costs, segments should be analysed in terms of their size and profit potential to help allocate marketing investment more efficiently.
Originality/value
As opposed to existing research, the proposed segmentation approach is based on transactional data of channel usage from a real company, combined with analyses using generations and sociodemographic variables.
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Marco Ieva and Cristina Ziliani
The purpose of this paper is to identify patterns of medium preference for loyalty programs (LPs) among members to support the case for segmenting customers based on their medium…
Abstract
Purpose
The purpose of this paper is to identify patterns of medium preference for loyalty programs (LPs) among members to support the case for segmenting customers based on their medium preference.
Design/methodology/approach
A survey of nearly 2,000 customers who are enrolled in at least one supermarket LP was employed. LP members are segmented based on a latent class clustering model and then profiled in terms of socio-demographic variables by means of a multinomial logit regression model.
Findings
Medium preference is heterogeneous and differs at the customer segment and at the LP touchpoint level. Five segments emerge which display different medium preference patterns. LP medium preference is associated with age, gender, affluency and number of different LPs the customer is enrolled in.
Practical implications
Retailers, e-tailers and brands can benefit from this customer segmentation when faced with the challenges of adding online features or migrating their LPs online. Marketers should differentiate their investment in online and offline LP touchpoints according to the medium preference for each LP touchpoint of the customer segments of interest.
Originality/value
Retailers, e-tailers and brands are today introducing online marketing strategies and tactics, such as LPs, that have been traditionally used offline. So far, however, they have failed to answer the question whether online and offline LPs and related touchpoints have the same preference among consumers. Literature on LPs has not explored customer preference for the LP medium or the consumer characteristics related to medium preference. This work is unique in providing an overview of medium preference for LPs and their touchpoints.
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Padmapriya Nammalwar, Ovidiu Ghita and Paul F. Whelan
The purpose of this paper is to propose a generic framework based on the colour and the texture features for colour‐textured image segmentation. The framework can be applied to…
Abstract
Purpose
The purpose of this paper is to propose a generic framework based on the colour and the texture features for colour‐textured image segmentation. The framework can be applied to any real‐world applications for appropriate interpretation.
Design/methodology/approach
The framework derives the contributions of colour and texture in image segmentation. Local binary pattern and an unsupervised k‐means clustering are used to cluster pixels in the chrominance plane. An unsupervised segmentation method is adopted. A quantitative estimation of colour and texture performance in segmentation is presented. The proposed method is tested using different mosaic and natural images and other image database used in computer vision. The framework is applied to three different applications namely, Irish script on screen images, skin cancer images and sediment profile imagery to demonstrate the robustness of the framework.
Findings
The inclusion of colour and texture as distributions of regions provided a good discrimination of the colour and the texture. The results indicate that the incorporation of colour information enhanced the texture analysis techniques and the methodology proved effective and efficient.
Originality/value
The novelty lies in the development of a generic framework using both colour and texture features for image segmentation and the different applications from various fields.
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Mónika Anetta Alt, Zsuzsa Săplăcan, Botond Benedek and Bálint Zsolt Nagy
Digital technology is revolutionizing insurance distribution allowing the insurer companies to reach customers via multichannel. The aim of this study is to segment potential…
Abstract
Purpose
Digital technology is revolutionizing insurance distribution allowing the insurer companies to reach customers via multichannel. The aim of this study is to segment potential customers of life insurance based on their information search, purchasing channels and personal characteristics in the digital environment.
Design/methodology/approach
The study uses cross-sectional research survey. In total, 422 questionnaires were collected through a convenience sample of the Romanian population. The data was segmented based on consumer information touchpoints (online vs offline), purchase channel preference (offline by a professional vs online by a standardized platform) and personal characteristics (age, marital status and children).
Findings
The channel segmentation analysis revealed that information channel preferences are the most important clustering variables, followed by purchase channel preferences, marital status, having children and age. Four distinct segments were identified: young fully offliners (23.7%), mature fully offliners (31.5%), committed online searchers (23.2%) and cross-channel onliners (21.6%).
Practical implications
Insurance companies should adapt their communication and distribution strategy based on multichannel segmentation and should focus on digital touchpoints with costumers.
Originality/value
Firstly, the paper reveals multichannel and hybrid segmentation for life insurance. Secondly, it extends the already studied retail channels with search engines and companies' websites. Thirdly, it extends the behavioural variables for channel segmentation with technology acceptance behaviour, attitude towards life insurance, knowledge about life insurance, attitude towards personal selling and quality appraisal of online information sources.
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Bart Larivière, Lerzan Aksoy, Bruce Cooil and Timothy L. Keiningham
This research aims to investigate the moderating influence of both multichannel and multicompany usage on the impact that customer satisfaction has on share of wallet (SOW).
Abstract
Purpose
This research aims to investigate the moderating influence of both multichannel and multicompany usage on the impact that customer satisfaction has on share of wallet (SOW).
Design/methodology/approach
The data used in the analyses were collected as part of both survey and transactional data of 802 households of a large financial services provider. Within class regression models were employed to test the moderating effects of different segments that were identified based on multichannel‐multicompany customer differences.
Findings
The findings confirm that using multiple channels has an overall positive moderating impact on the satisfaction‐SOW link and that customer satisfaction matters more when the customer adopts multiple channels; online channel usage in addition to offline usage. Furthermore, this effect is even more pronounced for customers that transact with multiple providers. That is, the group of customers that use both the company's and competitors' offline and online channels reveal a higher satisfaction‐SOW association than the group of customers that only adopted the offline channel with the company and competitor.
Originality/value
This study broadens the understanding of multichannel behavior by comparing single (offline) and multiple channels (offline and online) for customers of multiple companies (two competitors).
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This paper aims to investigate customers’ motivations and the decision-making process when choosing a channel in a “social” multichannel environment that includes social media…
Abstract
Purpose
This paper aims to investigate customers’ motivations and the decision-making process when choosing a channel in a “social” multichannel environment that includes social media channels, and the complementary and competitive effects compared to traditional channels within the multichannel strategy of a major European telecoms provider. A conceptual framework of multichannel customer behaviour in a “social” multichannel environment is proposed.
Design/methodology/approach
The study adopts an exploratory approach through 74 semi-structured interviews with customers of a major European telecoms provider who have also used social media channels to contact the company (customer-initiated contact, CIC).
Findings
Users of distinct social media channels are driven by different motivations. For instance, the social motivation for using social media is evident for Facebook users, while Twitter users are mainly driven by utilitarian considerations. Although users of different social media channels represent distinct segments in terms of behaviours and motivations, complementary effects among channels (new and traditional) are generally detected in the sense that a better customer experience is driven by the presence of multiple channels.
Research limitations/implications
Data collection was performed for only one company in one industry and should be extended to other industries, although our results were confirmed by discussions with social media managers of other companies.
Practical implications
The research offers suggestions to develop multichannel strategies in a “social” multichannel environment.
Originality/value
This study advances knowledge in the multichannel management field by investigating why and how customers utilize channels in a multichannel environment that includes social media channels. The authors develop a conceptual framework of multichannel customer behaviour for CIC in a “social” multichannel environment.
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Paula Rodríguez-Torrico, Sonia San-Martín and Rebeca San José Cabezudo
Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices…
Abstract
Consumer behavior has evolved because of technological development. Nowadays, consumers carry out the different stages of the decision-making process by combining multiple devices which has been defined as multi, cross and omnichannel behavior. These behaviors have attracted the attention of academics and become a hot topic in literature. As a result, vast amounts of studies on the subject need to be revised and clarified. Thus, the aim of this chapter is to synthetize the primary academic literature that analyzes multi, cross and omnichannel behavior from the consumer point of view. To do that, first, the main concepts (multi, cross and omnichannel) and their differences are clarified. Second, the major findings of channel mix literature regarding the topics, channel scope and theories are exposed and described. Third, the opportunities and future lines of research are presented. This chapter contributes to the literature by clarifying the conceptualization of multi, cross and omnichannel behaviors; offering a complete picture of the main topics, channel approaches and theories addressed in channel mix literature; and presenting future research opportunities and open research questions in a channel mix context that could serve as a starting point to build further research.
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Marta Frasquet, Marco Ieva and Cristina Ziliani
This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service…
Abstract
Purpose
This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation).
Design/methodology/approach
An online survey involving a scenario manipulation was conducted with 577 apparel shoppers. The study employs multi-group latent class analysis to estimate latent customer segments within both online and offline groups of shoppers and compare latent classes between the two groups.
Findings
The results show that the purchase channel has a lock-in effect on the complaint channel, which is stronger for offline buyers. Moreover, there is evidence of channel synergy effects in the case of having to complain twice: shoppers who complain in store in the first attempt turn to online channels in the second complaint attempt, and vice versa. Complaint goals shape the choice of complaint channels and define different shopper segments.
Originality/value
The present study is the first to adopt a cross-stage approach that analyses the dependencies between the purchase channel and the complaint channel used on two subsequent occasions: the first complaint after a service failure and the second following a service recovery failure.
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Arne De Keyser and Bart Lariviere
This study aims to investigate the impact of technical (i.e. what is delivered) and functional (i.e. how is it delivered) service quality on consumer happiness in a multichannel…
Abstract
Purpose
This study aims to investigate the impact of technical (i.e. what is delivered) and functional (i.e. how is it delivered) service quality on consumer happiness in a multichannel environment. In so doing, this study responds to increasing calls from academics (e.g. transformative service research movement) and practitioners to move beyond pure financial measures when deciding how to manage businesses.
Design/methodology/approach
With a sample of 809 customers of a medium-sized Belgian mail order firm, within-class regression models tested for the moderating role of channel usage.
Findings
Both technical and functional service quality have positive impacts on consumer happiness. However, depending on the channel(s) used, the quality dimension that has the greatest impact on consumer happiness differs.
Practical implications
The findings offer managers insights on how they can create and cultivate consumer happiness by delivering excellent service quality. This study stresses the importance of looking beyond purely financial measures to manage firms, and as such deliver value to consumers, the firm itself and society at large.
Originality/value
This study advances transformative service research by being one of the few empirical studies relating service quality to consumer happiness in today's multichannel environment.
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Susana C. Silva, Paulo Duarte and Anel Sundetova
The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by…
Abstract
Purpose
The purpose of this study is to explore and compare how fashion and apparel brands are using the multiple available channels to increase the number of touchpoints with clients by evaluating the use of multichannel and omnichannel strategies.
Design/methodology/approach
To determine the differences between fashion and apparel brands in terms of marketing channel used, a multiple case study approach was selected based on a sample of nine well-known and successful fashion brands from three different price segments. The research was carried out by analysing the online and mobile presence of the brands, company reports, news, magazines, and other types of articles.
Findings
The results illustrate that fashion brands tend to act in the same way and have only slight differences concerning the number of channels and features available to clients despite the price segment they belong. The findings indicate that the brands under study have good channel integration, order tracking, on-line communication, and social media. Overall, the findings allow concluding that irrespective of the price segment, all fashion brands act almost in the same way and present only slight differences between the number of channels used and features available.
Originality/value
The current study provides an innovative price-segmented comparison on channel use and integration by fashion brands' and additional valuable information about channel strategy that can be used to guide new comparative research and helps new brands defining points-of-parity and points-of-difference with regard to market standards.
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