Date of this Version
Journal of Interactive Marketing
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.
Drèze, X., & Bonfrer, A. (2008). An Empirical Investigation of the Impact of Communication Timing on Customer Equity. Journal of Interactive Marketing, 22 (1), 36-50. http://dx.doi.org/10.1002/dir.20105
Date Posted: 27 November 2017
This document has been peer reviewed.