کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
886064 912978 2008 15 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
An empirical investigation of the impact of communication timing on customer equity
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
پیش نمایش صفحه اول مقاله
An empirical investigation of the impact of communication timing on customer equity
چکیده انگلیسی

This research examines the impact of communication frequency on customer retention and spending and thus, ultimately, on a firm's Customer Equity (CE). We conduct an empirical study in the context of permission-based e-mail marketing in the entertainment industry and find that intercommunication timing has a dramatic impact on customer behavior. Message scheduling affects both attrition and the customer response and thus has a critical impact on the value of one's customer base. The impact of intercontact duration is asymmetric in that too long intercommunication time is less problematic than too short intercommunication time.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Interactive Marketing - Volume 22, Issue 1, 2008, Pages 36-50