Lehrstuhl für Produktionsmanagement

Vortrag: “Proactive Retention Management in Retailing: Identifying, Predicting and Preventing Partial Defection”

Autoren: Daniel Ringbeck, Dmitry Smirnov & Arnd Huchzermeier

Abstract: Maintaining strong customer relationships is a top priority for retailers. We develop a framework for proactive retention management based on data from a German hypermarket chain. We propose a novel definition of partial defection in noncontractual settings, demonstrate how to forecast the likelihood of defection of individual customers, and formulate a retention campaign optimization model.

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