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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/22534

Title: Estimating Customer Potential Value using panel data of a Spanish bank
Authors: Estrella-Ramon, Antonia
Sanchez-Perez, Manuel
Swinnen, Gilbert
Vanhoof, Koen
Issue Date: 2016
Publisher: VILNIUS GEDIMINAS TECH UNIV
Citation: JOURNAL OF BUSINESS ECONOMICS AND MANAGEMENT, 17(4), p. 580-597
Abstract: The main goal of this paper is the calculation of a multi-product model of Customer Potential Value using the Probit method. The results of this first analysis are used to perform an ex-post segmentation of customers, whose output can be employed to improve Customer Relationship Management strategies of the companies. Our research contributes to the consumer behaviour literature insofar as, according to our knowledge, no previous work has examined collectively the proposed drivers of Customer Potential Value in a multi-services retailer. To achieve these objectives, we use a panel data of a Spanish bank. The results allow us to confirm the influence of a set of behavioural variables on the ownership of different banking products and identify those customers whose value is higher and lower through the calculation of Customer Potential Value.
Notes: [Estrella-Ramon, Antonia; Sanchez-Perez, Manuel] Univ Almeria, Ctra Sacramento S-N, Almeria 04120, Spain. [Swinnen, Gilbert; Vanhoof, Koen] Hasselt Univ, Agoralaan Bldg D, B-3590 Diepenbeek, Belgium.
URI: http://hdl.handle.net/1942/22534
DOI: 10.3846/16111699.2014.970571
ISI #: 000380234100006
ISSN: 1611-1699
Category: A1
Type: Journal Contribution
Validation: ecoom, 2017
Appears in Collections: Research publications

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