دانلود مقاله ISI انگلیسی شماره 44994
عنوان فارسی مقاله

چگونه یک برند رشد می کند: حفظ و یا به دست آوردن مشتریان؟

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
44994 2014 8 صفحه PDF سفارش دهید 7290 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
How to grow a brand: Retain or acquire customers? ☆
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Business Research, Volume 67, Issue 5, May 2014, Pages 990–997

کلمات کلیدی
کسب - فرار - مدل هندری - بانکداری - داروها
پیش نمایش مقاله
پیش نمایش مقاله چگونه یک برند رشد می کند: حفظ و یا به دست آوردن مشتریان؟

چکیده انگلیسی

While customer acquisition is clearly important for new brands, mature brands are often said to rely on defection management for maintenance and growth. Yet the theory to support this approach has been subject to very little empirical investigation. How do brands actually increase the size of their customer base? Through superior acquisition or by reducing customer defection? Or some mixture of both? Conversely, do brands decline through deficient acquisition or excessive defection? This work analyzes changes in ‘first brand loyal’ customers to answer these questions, using a combination of panel data on the prescribing behavior of doctors and a cross-sectional tracking survey for residential finance. This study is the first research to compare defection and acquisition against stochastic benchmarks for customer churn under stationary conditions. The results are surprising: for both growth and decline, unusual acquisition plays a much stronger role than unusual defection. This finding demonstrates that acquisition has been under-rated in the past, and implies that prospect management is at least as important as defection reduction. A simulation shows that unusual acquisition also accounts for far more improvement in profit than does unusual defection.

خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.