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http://hdl.handle.net/1942/22534
Title: | Estimating Customer Potential Value using panel data of a Spanish bank | Authors: | Estrella-Ramon, Antonia Sanchez-Perez, Manuel SWINNEN, Gilbert VANHOOF, Koen |
Issue Date: | 2016 | Publisher: | VILNIUS GEDIMINAS TECH UNIV | Source: | JOURNAL OF BUSINESS ECONOMICS AND MANAGEMENT, 17(4), p. 580-597 | Abstract: | The main goal of this paper is the calculation of a multi-product model of Customer Potential Value using the Probit method. The results of this first analysis are used to perform an ex-post segmentation of customers, whose output can be employed to improve Customer Relationship Management strategies of the companies. Our research contributes to the consumer behaviour literature insofar as, according to our knowledge, no previous work has examined collectively the proposed drivers of Customer Potential Value in a multi-services retailer. To achieve these objectives, we use a panel data of a Spanish bank. The results allow us to confirm the influence of a set of behavioural variables on the ownership of different banking products and identify those customers whose value is higher and lower through the calculation of Customer Potential Value. | Notes: | [Estrella-Ramon, Antonia; Sanchez-Perez, Manuel] Univ Almeria, Ctra Sacramento S-N, Almeria 04120, Spain. [Swinnen, Gilbert; Vanhoof, Koen] Hasselt Univ, Agoralaan Bldg D, B-3590 Diepenbeek, Belgium. | Keywords: | customer potential value; customer relationship management; customer value management; product ownership; Probit model; ex-post segmentation; C51; D12; M31;customer potential value; customer relationship management; customer value management; product ownership; Probit model; ex-post segmentation | Document URI: | http://hdl.handle.net/1942/22534 | ISSN: | 1611-1699 | e-ISSN: | 2029-4433 | DOI: | 10.3846/16111699.2014.970571 | ISI #: | 000380234100006 | Rights: | Copyright © 2016 Vilnius Gediminas Technical University (VGTU) Press | Category: | A1 | Type: | Journal Contribution | Validations: | ecoom 2017 |
Appears in Collections: | Research publications |
Files in This Item:
File | Description | Size | Format | |
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10.3846@16111699.2014.970571.pdf Restricted Access | Published version | 886.23 kB | Adobe PDF | View/Open Request a copy |
ESTIMATING CUSTOMER POTENTIAL VALUE USING PANEL DATA OF A SPANISH BANK Author version.pdf | Peer-reviewed author version | 457.11 kB | Adobe PDF | View/Open |
Suppl.pdf | Supplementary material | 216.58 kB | Adobe PDF | View/Open |
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