Using the conversion model to optimize customer retention
Tóm tắt
Begins by defining the conversion model ‐ a model used as a marketing tool to identify commitment to different brands of goods or services. Argues that there is a difference between committed and uncommitted customers which is not related to service quality and that this makes it difficult to predict customer retention based solely on these grounds. Other factors also drive commitment. Presents two short case studies based on these assumptions.
Từ khóa
Tài liệu tham khảo
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Bairfelt, S. and Richards, T.J., “From customer satisfaction to customer segmentation”, ESOMAR/JMA/ARF Conference on Triad 2000: Marketing and Research towards the Millennium, New York, NY, June 1995.