An Empirical Investigation of the Impact of Communication Timing on Customer Equity

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Marketing Papers
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Business
Business and Corporate Communications
E-Commerce
Marketing
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Drèze, Xavier
Bonfrer, André
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This research examines the impact of communication frequency on customer retention and spending and thus,ultimately,on a firm's Customer Equity (CE). We conduct an empirical study in the context of permission-based e-mail marketing in the entertainment industry and find that intercommunication timing has a dramatic impact on customer behavior. Message scheduling affects both attrition and the customer response and thus has a critical impact on the value of one's customer base. The impact of intercontact duration is asymmetric in that too long intercommunication time is less problematic than too short intercommunication time.

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2008-01-01
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Journal of Interactive Marketing
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