TITLE

Survival analysis

AUTHOR(S)
Li, Shaomin
PUB. DATE
September 1995
SOURCE
Marketing Research;Fall/Winter95, Vol. 7 Issue 4, p16
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses on the applications of survival analysis, a valuable tool for management, in understanding why customers leave and identifying high risk clients, estimating customer life and segmenting the customer base. All customers have a life span, and companies try to prolong that life as long as possible with customer retention programs. Researchers typically conduct retention studies by examining cancellation rates on a periodic basis, such as monthly. However, for some service providers, cancellation is not only a period occurrence, but a duration phenomenon as well. In such cases, it is important to look at how long a customer has been with a particular service provider, but the inherent limitations of duration data complicate this type of analysis.
ACCESSION #
9602262434

 

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