Positive Customer Churn: An Application to Online Dating

In the service literature, churn is primarily attributed to customers who are dissatisfied with a service. However, in several industries, such as health care, weight loss services, and online dating, satisfied customers also churn because the service delivers on its promise, for example, by providing a cure, facilitating weight loss, or creating the circumstances that allow a person to meet their partner. Considering these dual churn pathways,...