Customer Franchise-A Hidden, Yet Crucial, Asset
نویسندگان
چکیده
منابع مشابه
Customer Acquisition Promotions and Customer Asset Value
In this article, the author addresses the question of how a firm’s acquisition efforts influence the composition of the customer portfolio. The first part of the research is a conceptual model that illustrates how customer uncertainty provides an explanation for why promotionally acquired customers have lower repurchase rates and smaller lifetime values. The second part of the research involves...
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____________________________ The authors gratefully acknowledge financial support from the College of Business Administration at the University of Rhode Island. We would like to thank Tian Xiao at NAIC for useful comments and Xuanjuan Chen, doctoral student at University of Rhode Island, for computational assistance. We also thank participants at the 2003 Western Risk and Insurance Conference. ...
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ژورنال
عنوان ژورنال: Contemporary Accounting Research
سال: 2014
ISSN: 0823-9150
DOI: 10.1111/1911-3846.12095