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...
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2008
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sg-smu-ink.lkcsb_research-23902010-09-23T06:24:04Z An Empirical Investigation of the Impact of Communication Timing on Customer Equity Bonfrer, Andre Dreze, Xavier 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. 2008-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/1391 info:doi/10.1002/dir.20105 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Marketing |
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Asia |
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English |
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Marketing |
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Marketing Bonfrer, Andre Dreze, Xavier An Empirical Investigation of the Impact of Communication Timing on Customer Equity |
| description |
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. |
| format |
text |
| author |
Bonfrer, Andre Dreze, Xavier |
| author_facet |
Bonfrer, Andre Dreze, Xavier |
| author_sort |
Bonfrer, Andre |
| title |
An Empirical Investigation of the Impact of Communication Timing on Customer Equity |
| title_short |
An Empirical Investigation of the Impact of Communication Timing on Customer Equity |
| title_full |
An Empirical Investigation of the Impact of Communication Timing on Customer Equity |
| title_fullStr |
An Empirical Investigation of the Impact of Communication Timing on Customer Equity |
| title_full_unstemmed |
An Empirical Investigation of the Impact of Communication Timing on Customer Equity |
| title_sort |
empirical investigation of the impact of communication timing on customer equity |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2008 |
| url |
https://ink.library.smu.edu.sg/lkcsb_research/1391 |
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1770569892865507328 |