Article ID Journal Published Year Pages File Type
886064 Journal of Interactive Marketing 2008 15 Pages PDF
Abstract

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.

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Social Sciences and Humanities Business, Management and Accounting Marketing