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Predicting customer retention in discrete and continuous services

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Markt- und Absatzprognosen

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Abstract

Optimising customer loyalty is critical for any organisation. However, achieving customer loyalty is challenging, especially in service industries. This chapter discusses customer loyalty, the challenges of achieving customer loyalty in service industries, and the different challenges to achieving loyalty in continuous (membership-based) service providers compared to discrete service providers. Finally, a step-by-step risk profiling approach is presented, based on a mixed-method research approach, to help service organisations predict the likelihood of loyalty and implement targeted interventions to customer segments most at risk of defection.

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Authors and Affiliations

  1. University of Worcester, Worcester Business School, Infirmary Walk, WR1 3AS, Worcester, UK

    Helen Watts Dr.

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  1. Helen Watts Dr.
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Correspondence to Helen Watts Dr. .

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Editors and Affiliations

  1. FOM Hochschule für Oekonomie & Management, München, Germany

    Oliver Gansser

  2. FOM Hochschule für Oekonomie & Management, Essen, Germany

    Bianca Krol

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Watts, H. (2015). Predicting customer retention in discrete and continuous services. In: Gansser, O., Krol, B. (eds) Markt- und Absatzprognosen. FOM-Edition. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04492-3_5

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  • DOI: https://doi.org/10.1007/978-3-658-04492-3_5

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  • Online ISBN: 978-3-658-04492-3

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