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How Managers Can Predict Customer Retention Rates Through Psychological Profiling.

Watts, Helen and Francis-Smythe, Jan and Peters, D.M. and Upton, Dominic (2009) How Managers Can Predict Customer Retention Rates Through Psychological Profiling. In: Research Focus One-Day Conference - Leadership and Management, 19th May 2009, University of Worcester. (Submitted)

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Abstract

Managers have become increasingly concerned with the retention of their customers and how they improve their retention rates. Customer Relationship Management (CRM) processes have been implemented to allow managers to profile their customers in terms of their value and risk of defection, and to target customers differently. However, customer profiling is often based solely on customers’ behaviours e.g. level/ type of product consumption or demographic characteristics e.g. age, sex, length of customer relationship. Using my own research within the fitness industry, this paper will highlight the psychological variables which have been measured e.g. satisfaction, brand identification and self-determination and how they can be used to predict intentions to, and defection from, an organisation.

Item Type: Conference or Workshop Item (Poster)
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Abstract and poster

Uncontrolled Keywords: membership retention, fitness club membership, fitness club attendance, service quality, Research Focus Conference
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
B Philosophy. Psychology. Religion > BF Psychology
Divisions: Academic Departments > Institute of Sport and Exercise Science
Academic Departments > Worcester Business School
Academic Departments > Institute of Health and Society
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Depositing User: Helen Watts
Date Deposited: 24 Jul 2009 08:17
Last Modified: 21 May 2011 05:00
URI: https://eprints.worc.ac.uk/id/eprint/662

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