Journal of the Academy of Marketing Science

, 26:31

When customers are members: Customer retention in paid membership contexts

  • C. B. Bhattacharya

DOI: 10.1177/0092070398261004

Cite this article as:
Bhattacharya, C.B. J. of the Acad. Mark. Sci. (1998) 26: 31. doi:10.1177/0092070398261004


This article seeks to gain an understanding of how members’ characteristics relate to lapsing behavior in paid membership contexts. Literatures such as social identity theory are used to propose hypotheses that are tested using a hazard rate model on archival data pertaining to 7,798 members of an art museum. The results indicate that the hazard of lapsing is lowered with increasing duration, participation in special interest groups whose goals are related to those of the focal organization, gift frequency, and increasing interrenewal times. Conversely, members who have downgraded their membership level in the past, those who have participated in special interest groups whose goals are unrelated to those of the focal organization, and those who received their membership as a gift are more likely to lapse.

Copyright information

© Academy of Marketing Science 1998

Authors and Affiliations

  • C. B. Bhattacharya
    • 1
  1. 1.Emory UniversityAtlantaUSA