Models Used for Measuring Customer Engagement
Mihai Tichindelean ()
Expert Journal of Marketing, 2013, vol. 1, issue 1, 38-49
The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters formed on two different data sets (training and test set) if the cluster centroids of the training set are used as initial cluster centroids for the second test set.
Keywords: probability model; parametric model; relationship marketing; Pareto/NBD model; RFM model (search for similar items in EconPapers)
JEL-codes: M31 C12 C14 C38 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:exp:mkting:v:1:y:2013:i:1:p:38-49
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