The meaning and measurement of customer retention

• 1 August 2001
• journal article
• Published by Springer Nature in Journal of Targeting, Measurement and Analysis for Marketing
• Vol. 10  (1) , 79-87
• https://doi.org/10.1057/palgrave.jt.5740035

Abstract

Keywords

• MARKETING DATA ANALYSIS
• PERFORMANCE MEASUREMENT
• SEGMENTATION
• BRAND MEASUREMENT
• CUSTOMER VALUE MODELLING
• DATA QUALITY MANAGEMENT
• STATISTICAL INFERENCE
• MEASURING MARKETING EFFECTIVENESS
• CUSTOMER RELATIONSHIP MANAGEMENT