An Empirical Investigation of the Impact of Communication Timing on Customer Equity
This research examines the impact of communication frequency on customer retention and spending and thus,ultimately,on a firms Customer Equity CE. We conduct an empirical study in the context of permissionbased email marketing in the entertainment industry and find that intercommunication timing has...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2008
|
| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/1391 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Singapore Management University |
| Language: | English |
| Summary: | This research examines the impact of communication frequency on customer retention and spending and thus,ultimately,on a firms Customer Equity CE. We conduct an empirical study in the context of permissionbased email 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 ones customer base. The impact of intercontact duration is asymmetric in that too long intercommunication time is less problematic than too short intercommunication time. |
|---|