University of Worcester Worcester Research and Publications

Predicting Customer Retention in Discrete and Continuous Services

Watts, Helen (2015) Predicting Customer Retention in Discrete and Continuous Services. In: Markt-und Absatzprognosen. FOM-Edition (FOM Hochschule für Oekonomie & Management) . Springer Fachmedien Wiesbaden, Wiesbaden, pp. 89-106. ISBN Print: 978-3-658-04491-6 Online: 978-3-658-04492-3

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Optimising customer loyalty is critical for any organisation. However, achieving customer loyalty is challenging, especially in service industries. This chapter discusses customer loyalty, the challenges of achieving customer loyalty in service industries, and the different challenges to achieving loyalty in continuous (membership-based) service providers compared to discrete service providers. Finally, a step-by-step risk profiling approach is presented, based on a mixed-method research approach, to help service organisations predict the likelihood of loyalty and implement targeted interventions to customer segments most at risk of defection.

Item Type: Book Section
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Uncontrolled Discrete Keywords: service provider, service industry, service organisation, customer loyalty, service failure, marketing forecasting, sales forecasting
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Helen Watts
Date Deposited: 13 Jun 2019 13:46
Last Modified: 17 Jun 2020 17:30

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