The Effect of Service Experiences over Time on a Supplier’s Retention of Business Customers
Abstract
This paper examines the link between a supplier’s marketing and service operations and its business customers’ subsequent repatronage behavior. We develop a dynamic model of service contract renewal for an individual firm, at the contract level, recognizing interdependencies among service contract renewal decisions due to the firm’s purchase of multiple contracts from the same supplier. The decision to renew a service contract is modeled as a...
Paper Details
Title
The Effect of Service Experiences over Time on a Supplier’s Retention of Business Customers
Published Date
Dec 1, 2006
Journal
Volume
52
Issue
12
Pages
1811 - 1823
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