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
Journal of Marketing · 2003
Summary
CRM contacts were not uniformly beneficial: effects on retention and share depended on customer profitability and contact strategy.
For your marketing
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.
Reported result
What the study found
CRM contacts were not uniformly beneficial: effects on retention and share depended on customer profitability and contact strategy.
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.
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.
Research sources
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.