Loyalty programs (LPs) are an important marketing instrument used to promote repeat
purchases and customer relationships. Although numerous studies have shed light on the …

In today's turbulent business environment, customer retention presents a significant
challenge for many service companies. Academics have generated a large body of research …

Marketing–der handlungsorientierte Ansatz. Marketing: verständlich und aktuell Diese
managementorientierte Einführung in das Marketing stellt die wesentlichen Instrumente …

One of the most important tasks in marketing is to create and communicate value to
customers to drive their satisfaction, loyalty, and profitability. In this study, the authors …

As more firms adopt big data analytics to better understand their customers and differentiate
their offerings from competitors, it becomes increasingly difficult to generate strategic value …

This research documents a substantial disconnect between the objective quality information
that online user ratings actually convey and the extent to which consumers trust them as …

In this article, we discuss the state of the art of models for customer engagement and the
problems that are inherent to calibrating and implementing these models. The authors first …

The use of coupons delivered by mobile phone, so-called “m-coupons,” is growing rapidly.
In this study, the authors analyze consumer response to m-coupons for a two-year trial at a …

Companies can acquire customers through costly but fast-acting marketing investments or
through slower but cheaper word-of-mouth processes. Their long-term success depends …

In this paper, we present churn prediction techniques that have been released so far. Churn
prediction is used in the fields of Internet services, games, insurance, and management …