An empirical investigation of the impact of communication timing on customer equity

Xavier Drèze and André Bonfrer

Journal of Interactive Marketing, 2008, vol. 22, issue 1, 36-50

Abstract: This research examines the impact of communication frequency on customer retention and spending and thus, ultimately, on a firm's Customer Equity (CE). We conduct an empirical study in the context of permission-based e-mail marketing in the entertainment industry and find that intercommunication timing has a dramatic impact on customer behavior. Message scheduling affects both attrition and the customer response and thus has a critical impact on the value of one's customer base. The impact of intercontact duration is asymmetric in that too long intercommunication time is less problematic than too short intercommunication time.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:22:y:2008:i:1:p:36-50

DOI: 10.1002/dir.20103

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