Size and Share of Customer Wallet  

Oleh:

Du, Rex Yuxing ; Kamakura, Wagner A. ; Mela, Carl F.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 2 (Apr. 2007), page 94-113.
Topik: customer; size; share; customer wallet

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Many companies collect substantial information about their interactions with their customers. Yet information about their customers' transactions with competing firms is often sparse or non existent. As a result, firms are often compelied to manage customer relationships from an inward view of their customers. However, the empirical analysis in this study indicates that : 1. the volume of customers' transactions within a firm has little correlation with the volume of their transactions with the firm's competitors and 2. a small percentage of customers account for a customers can be correctly identified and incentivized to switch. Thus the authors argue for a more outward view in customer relationship management and develop a list augmentation - based approach to augment firms' internal records with insights into their customers' relationships with competing firms, including the size of each customer's wallet and the firm's share of it.

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