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dc.contributor.authorGuevara, Carolina E. Cruz
dc.contributor.authorCastro, Gene Steffan Chalan
dc.date.accessioned2018-12-20T14:35:58Z
dc.date.available2018-12-20T14:35:58Z
dc.date.issued2018
dc.identifier.urihttp://hdl.handle.net/11250/2578564
dc.descriptionMasteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2018nb_NO
dc.description.abstractPURPOSE The purpose of the thesis is to contribute to customer retention literature by developing an empirical model explaining which drivers affect renewal likelihood in a contractual context. The framework consists of two primary constructs: customer-initiated communication and customer behaviour. The thesis has three main objectives: To evaluate the effect of customer-initiated communication (i.e. inquiries and complaints) on renewal likelihood; to evaluate empirically the effect of customer behaviour as predictor of renewal likelihood; and to explore how the interaction between multichannel contract and cross-category usage affects renewal likelihood. SCOPE The research is based on panel data with a sample of 30 003 users of an online product/service in collaboration with a leading Scandinavian media group. FINDINGS The thesis has empirically shown the relationship between customer-initiated communication (i.e. inquiries and complaints) and renewal likelihood. Contrary to previous research, complaints seem to have a positive influence on renewal likelihood, which suggest that a voiced complaint may signal customer commitment. Furthermore, behavioural variables such as cross-category usage, multichannel contract and past renewals have a positive impact on renewal likelihood contract subscription. Lastly, the interaction between multichannel contract and cross-category usage have negative effect on renewal likelihood, suggesting a tension between channel value propositions (i.e. overlapping offers, limited added value), which negatively influence the utility derived from a multichannel contract. CONTRIBUTION The paper provides valuable insights related to customer-initiated communication and behavioural influence on the likelihood of renewal in a contractual context. Existing retention literature focuses on customer complaint or attitudinal variables (e.g. satisfaction, commitment), but rarely include inquiry as customer-initiated communication along with behavioural variables in a contractual context within the same model.nb_NO
dc.language.isoengnb_NO
dc.publisherHandelshøyskolen BInb_NO
dc.subjectmarkedsføringsledelsenb_NO
dc.subjectmarketingnb_NO
dc.subjectmanagementnb_NO
dc.subjectstrategisknb_NO
dc.subjectstrategicnb_NO
dc.titleThe impact of customer-initiated communication and customer behaviour on contract renewal likelihood: An empirical studynb_NO
dc.typeMaster thesisnb_NO


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