Author(s)

B. Larivière & D. Van den Poel

Abstract

The impact of product features and intermediaries on customer retention B. Larivikre & D. Van den Poel Department of Marketing, Ghent University, Belgium Abstract Many studies have confirmed that customers differ in their value to a fm. Within the financial services industry, the benefits of Customer Relationship Management (CRM) and more specifically the economic value of maintaining the current customer base have been demonstrated. Moreover, general agreement exists that identifying churn-prone customers plays a pivotal role for companies. However, within the current customer attention 'hype', one tends to overlook the salespersons' influence and the nature of different financial products when investigating customer retention. In this research, we study the defection of the savings and investment (SI) customer. We use survival analysis and binary classification models to gain insight into the longitudinal churn behavior and its antecedents of a large European financial service provider. We c

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