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Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/75341

Title:	Measuring customer retention in the B2C electronic business: An empirical study
Authors:	Huang, Eugenia Y.;Tsui, Chia Jung;Kuan, Wellington K.;Chen, Hung Shin;Hung, M.-C. 管郁君;管康彥
Contributors:	資管系
Keywords:	Business survival;Customer retention;Electronic business;Electronic marketplaces;Empirical studies;Longitudinal study;Web retailers;Systems science;Sales
Date:	2013-01
Issue Date:	2015-05-28 16:52:27 (UTC+8)
Abstract:	In a challenging environment where the electronic marketplace is transparent and competitors are only a click away, web retailers are more vulnerable to customer attrition. Despite that customer retention was widely regarded central to business survival and growth and some studies attempted to find factors that influence customer retention, few measured customer retention quantitatively. Businesses have long been eager to know, at a given time how many customers can be considered as retained. Conversely, for how long an existing customer did not return to purchase can we regard him or her as non-retained? In this paper, we answer these questions using real purchasing data from a web retailer. We propose that the 80th percentile of maximum inter-purchase times serve as the threshold to determine if a customer is retained. Our approach not only enables researchers to undertake longitudinal studies of customer repatronage behavior, but also helps practitioners monitor customer retention. © 2012 IEEE.
Relation:	Proceedings of the Annual Hawaii International Conference on System Sciences, 2013, 論文編號 6480194, 2900-2907, 46th Annual Hawaii International Conference on System Sciences, HICSS 2013; Wailea, Maui, HI; United States; 7 January 2013 到 10 January 2013; 類別編號P4892; 代碼 96307
Data Type:	conference
DOI 連結:	http://dx.doi.org/10.1109/HICSS.2013.396
DOI:	10.1109/HICSS.2013.396
Appears in Collections:	[資訊管理學系] 會議論文

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