Acquisition and retention · Customer-level longitudinal empirical analysis linking CRM contacts to retention and share of wallet.
Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development
V. Kumar, J. Andrew Petersen, Robert P. Leone (2003). Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development. Journal of Marketing. https://doi.org/10.1509/jmkg.67.4.30.18685
Plain-English take
CRM contacts were not uniformly beneficial: effects on retention and share depended on customer profitability and contact strategy.
How much weight to give this
2/5 Observational or survey evidence; interpret as association
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Customer-level longitudinal empirical analysis linking CRM contacts to retention and share of wallet.
Customers of a multi-product service firm observed over repeated transactions.
Comparison details need confirmation in the full paper.
Only the publisher page was checked; full-text methods are not established.
Double-blind? Blinding was not established from the publisher page; this is not evidence that blinding was or was not used.
Research question
What the authors investigated
Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development?
Design
Customer-level longitudinal empirical analysis linking CRM contacts to retention and share of wallet.
Sample and setting
Customers of a multi-product service firm observed over repeated transactions.
Reported result
What the study found
CRM contacts were not uniformly beneficial: effects on retention and share depended on customer profitability and contact strategy.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Nonrandom CRM assignment leaves possible selection bias, and findings come from one firm and service setting. The accessible publisher page was used for this listing; correction history was not independently checked.
Possible founder application
Use as a bounded example of understanding the effect of customer relationship management efforts on customer retention and customer share development; compare its context and design with your own market before applying its result.
Evidence access
Publisher article page; full-text availability varies and was not established in this review.
AMA DOI record and Crossref metadata identify a Journal of Marketing empirical CRM/customer-retention study. Publisher page was directly retrieved; detailed full-text methods were not independently verified.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.