.... This study aims to prove the existence of diverse business-to-business customer segments according to varying channel behaviours and identify their characterising traits. Design/methodology/approach Drawing on an exclusive dataset of 616 German pharmacy supply firm business customers, this article...

... must then be validated to determine its ability to classify customers in broad terms. Findings The method successfully classifies customer data sets with an accuracy of 90%. This study also discovered that by examining the average value for key variables in each customer segment, an algorithm can...