Marketing Papers

Document Type

Journal Article

Date of this Version

2008

Publication Source

Journal of Interactive Marketing

Volume

22

Issue

1

Start Page

36

Last Page

50

DOI

10.1002/dir.20105

Abstract

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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Date Posted: 27 November 2017

This document has been peer reviewed.