The authors present an approach to classify a brand’s buyers into groups with varying degrees of loyalty along a continuum from “hard-core loyal” to “hard-core switcher.” A classification scheme is developed based on the joint use of stated consideration set and brand switching data. The resulting loyalty taxonomy yields five mutually exclusive segments: Hard-Core Loyal (HCL), Soft Loyal (SL), ...

The paper analyzes the decision made by firms to issue one-time coupons as a means of attracting new deal-prone customers. Given the structure of the market and the share of loyal customers, we derive boundaries for the value of the coupon, as well as the optimal face value of the coupon. The main variables which determine the coupon value are: the size of deal-prone and loyal market segments, ...

Customer Retention is a major aspect of the growth of any business. It is always good to retain those customers who are more loyal or can be converted to be loyal. In this paper, a fuzzy decision tree based approach is proposed in combination with Z-shaped curved membership function to find the customer loyalty and has been compared with the approach of fuzzy decision tree with Gaussian members...

according to the importance of customer in competitive environment, especially in banking industry, regarding that the cost of catching (attracting) new customers is several times higher than the cost of keep customer loyal to organization, cause that examining ways of becoming loyal customer to product (goods/ services) has high preference in market research. this research, shows that we can c...

Many empirical studies have established that state dependence varies across consumers, brands, and categories. Previous analytic models have assumed that state dependence is a customer characteristic that does not vary across firms. In contrast, we take the view that state dependence varies by firm. That is, a well-known national brand, such as Tide detergent, may be able to attract more repeat...

Our loyal friend and colleague, Jan van der Noordaa, passed away unexpectedly at the age of 80 on the evening of 17 June 2015. [...].