Documents disponibles écrits par cet auteur

Portfolio dynamics for customers of a multiservice provider / David A. Schweidel in Management science, Vol. 57 N° 3 (Mars 2011) 

Public ISBD [article]  in Management science > Vol. 57 N° 3 (Mars 2011) . - pp. 471-486 Titre : Portfolio dynamics for customers of a multiservice provider Type de document : texte imprimé Auteurs : David A. Schweidel, Auteur ; Eric T. Bradlow, Auteur ; Peter S. Fader, Auteur Année de publication : 2011 Article en page(s) : pp. 471-486 Note générale : Management Langues : Anglais (eng) Mots-clés : Customer  relationship  management  Dynamic  hidden  Markov  model  Customer  value Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Multiservice providers, such as telecommunication and financial service companies, can benefit from understanding how customers' service portfolios evolve over the course of their relationships. This can provide guidance for managerial issues such as customer valuation and predicting customers' future behavior, whether it is acquiring additional services, selectively dropping current services, or ending the relationship entirely. In this research, we develop a dynamic hidden Markov model to identify latent states that govern customers' affinity for the available services through which customers evolve. In addition, we incorporate and demonstrate the importance of separating two other sources of dynamics: portfolio inertia and service stickiness. We then examine the relationship between state membership and managerially relevant metrics, including customers' propensities for acquiring additional services or terminating the relationship, and customer lifetime value. Through a series of illustrative vignettes, we show that customers who have discarded a particular service may have an increased risk of canceling all services in the near future (as intuition would suggest) but also may be more prone to acquire more services, a provocative finding of interest to service providers. Our findings also emphasize the need to look beyond the previous period, as in much current research, and consider how customers have evolved over their entire relationship in order to predict their future actions. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/3/471 [article] Portfolio dynamics for customers of a multiservice provider [texte imprimé] / David A. Schweidel, Auteur ; Eric T. Bradlow, Auteur ; Peter S. Fader, Auteur . - 2011 . - pp. 471-486. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 3 (Mars 2011) . - pp. 471-486 Mots-clés : Customer  relationship  management  Dynamic  hidden  Markov  model  Customer  value Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Multiservice providers, such as telecommunication and financial service companies, can benefit from understanding how customers' service portfolios evolve over the course of their relationships. This can provide guidance for managerial issues such as customer valuation and predicting customers' future behavior, whether it is acquiring additional services, selectively dropping current services, or ending the relationship entirely. In this research, we develop a dynamic hidden Markov model to identify latent states that govern customers' affinity for the available services through which customers evolve. In addition, we incorporate and demonstrate the importance of separating two other sources of dynamics: portfolio inertia and service stickiness. We then examine the relationship between state membership and managerially relevant metrics, including customers' propensities for acquiring additional services or terminating the relationship, and customer lifetime value. Through a series of illustrative vignettes, we show that customers who have discarded a particular service may have an increased risk of canceling all services in the near future (as intuition would suggest) but also may be more prone to acquire more services, a provocative finding of interest to service providers. Our findings also emphasize the need to look beyond the previous period, as in much current research, and consider how customers have evolved over their entire relationship in order to predict their future actions. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/3/471