Balancing Acquisition and Retention Resources to Maximize Customer Profitability

Werner Reinartz · Jacquelyn S. Thomas · V. Kumar

751 citations0/0 files storedJournal of Marketing

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Customer churn and segmentation Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

In this research, the authors present a modeling framework for balancing resources between customer acquisition efforts and customer retention efforts. The key question that the framework addresses is, “What is the customer profitability maximizing balance?” In addition, they answer questions about how much marketing spending to allocate to customer acquisition and retention and how to distribute those allocations across communication channels.

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References

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