The Impact Of Product Features And Intermediaries On
Customer Retention
Author(s)
B. Larivière & D. Van den Poel
Abstract
The impact of product features and
intermediaries on customer retention
B. Larivikre & D. Van den Poel
Department of Marketing, Ghent University, Belgium
Abstract
Many studies have confirmed that customers differ in their value to a fm.
Within the financial services industry, the benefits of Customer Relationship
Management (CRM) and more specifically the economic value of maintaining
the current customer base have been demonstrated. Moreover, general agreement
exists that identifying churn-prone customers plays a pivotal role for companies.
However, within the current customer attention 'hype', one tends to overlook the
salespersons' influence and the nature of different financial products when
investigating customer retention.
In this research, we study the defection of the savings and investment (SI)
customer. We use survival analysis and binary classification models to gain
insight into the longitudinal churn behavior and its antecedents of a large
European financial service provider. We c
Keywords
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