Where Does the Responsibility for Retention Rest? Modeling the Effects of Individual and Group Level Factors on Customer Retention Using Bayesian Reversible Jump Mcmc Methods

Mike Aheame, Tom Gruen, John Liechty

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

One of the primary objectives of managing customer relationships focuses on customer retention. In all mature markets, the battle to retain customers is fierce as genuine “new” customers are few and far between. Even in the newer, growing arena of e-commerce, retaining customers becomes paramount as shaky advertising-based business models give way to the more stable subscription-based model.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages173-174
Number of pages2
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

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