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| Tekijä: | Oest, R. van Knox, G. Gatignon, H. |
| Otsikko: | Extending the BG/NBD: A simple model of purchases and complaints |
| Lehti: | International Journal of Research in Marketing
2011 : MAR, VOL. 28:1, p. 30-37 |
| Asiasana: | customers complaints consumer behaviour purchasing models retailing Internet USA |
| Kieli: | eng |
| Tiivistelmä: | In extant customer-base models, e.g. the beta geometric/negative binomial distribution (BG/NBD) future purchasing is predicted on the basis of customers' observed purchase history. This study extends the BG/NBD by adding an important non-transactional element which also drives future purchases: complaint history. This model retains many desirable properties of the BG/NBD: it can be implemented in readily available software, and estimation requires merely customer-specific statistics instead of detailed transaction-sequence data. Based on over 2 years of individual-level data from a major U.S. internet and catalog retailer, this study's model with complaints comes off better than the original BG/NBD and a modified version. Even though complaints are rare and non-transactional events, they lead to different substantive insights about customer purchasing and drop-out: customers purchase faster but also drop out much faster etc. |
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