Defection Detection: Measuring and Understanding the Predictive Accuracy of Customer Churn Models
نویسندگان
چکیده
Vol. XLIII (May 2006), 204–211 204 © 2006, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Scott A. Neslin is Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College (e-mail: scott.neslin@dartmouth. edu). Sunil Gupta is Meyer Feldberg Professor of Business, Graduate School of Business, Columbia University (e-mail: [email protected]). Wagner Kamakura is Ford Motor Company Professor of Global Marketing, Fuqua School of Business, Duke University (e-mail: kamakura@duke. edu). Junxiang Lu is Vice President of Comerica Bank (e-mail: jlu@ comerica.com). Charlotte H. Mason is Associate Professor of Marketing, Kenan-Flagler Business School, University of North Carolina (e-mail: [email protected]). The authors express their gratitude to Sanyin Siang (Managing Director, Teradata Center for Customer Relationship Management at the Fuqua School of Business, Duke University); research assistants Sarwat Husain, Michael Kurima, and Emilio del Rio; and an anonymous wireless telephone carrier that provided the data for this study. The authors also thank participants in the Tuck School of Business, Dartmouth College, Marketing Workshop, for comments and the two anonymous JMR reviewers for their constructive suggestions. Finally, the authors express their appreciation to former editor Dick Wittink (posthumously) for his invaluable insights and guidance. SCOTT A. NESLIN, SUNIL GUPTA, WAGNER KAMAKURA, JUNXIANG LU, and CHARLOTTE H. MASON*
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