Authors De Keyser, Schepers, and Konus discuss the use of segmentation to develop channel focus in post-sales service channels for Dutch Telekom
Authors De Keyser, Schepers, and Konus discuss the use of segmentation to develop channel focus in post-sales service channels for Dutch Telekom. Channels identified by the authors were in-store, web, and call center. In addition, the article sub-segments these channels by different stages of the customer service journey, such as research/info search, purchase, and post-sales service. The others compare these segments against perceived values of innovativeness, risk, product complexity, price, involvement, age, gender, sex, loyalty, and average revenue.
What the authors found in this experiment is that different segments found different level of values for different channels for different purposes. In reviewing the three-stage approach, the others identified 6 specific segments. As such, marketers could predict psychographic attributes for users of certain channels and market appropriately. In addition, authors identify that no one channel is significantly more important than any other, and that an appropriate mix must be maintained by an organization for full success. Another interesting find is that innovativeness does not significantly affect perceived value of any particular channel for any of the segments.
Application:
While this article does not call out the commercial banking directly, the concept is applicable across industries. Particularly important to the commercial banking industry, post-sales service is one of the major differentiating factors for firms. In order to compete effectively, commercial banks will need to create programs across multiple channels: call centers, in-store, and online (if not more such as mobile, chat/email, and letter writing). Furthermore, the author suggests that the service strategy for each channel should be developed differently.
De Keyser, A., Schepers, J., & Konuş, U. (2015, October). Multichannel customer segmentation: Does the after-sales channel matter? A replication and extension. Intern Journal of Research in Marketing (32)4, 453-456. Retrieved June 14, 2016 from Science Direct.
…………………………..Answer preview…………………..
The writers of this article, Marcela, Stephanie and Wagner, give a detailed discussion on the process of choosing an appropriate transportation modal choice for a medium-sized coolant importation company. The writers go ahead and choose a transportation mode for the company that has the ability to reduce total expenditures of importing the coolant, and has consistency in meeting customer needs. The coolant is utilized by the company for the purpose of cooling machines that involve plasma cutting. The case study represents a medium-sized firm that deals with the sale of cutting machines for metals, that is, with plasma, laser and water jet technology. The company also sells spare-parts and accessories. The company’s products are made in the U.S, and it supplies them to nations across five continents. The distribution is done from local offices and various warehouses centrally placed in other countries or the United States. The product that has been analyzed is a liquid used as a torch coolant of mechanical plasma-cutting machines. Basically, the writers studied the most……………………………..
APA
347 words
Get instant access to the full solution from yourhomeworksolutions by clicking the purchase button below