Estimating Customer Potential Value using panel data of a Spanish bank
The main goal of this paper is the calculation of a multi-product model of Customer Potential Value using the Probit method. The results of this first analysis are used to perform an ex-post segmentation of customers, whose output can be employed to improve Customer Relationship Management strategie...
| Main Authors: | , , , |
|---|---|
| Format: | info:eu-repo/semantics/article |
| Language: | English |
| Published: |
Taylor and Francis
2023
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/14883 |
| _version_ | 1789406445733675008 |
|---|---|
| author | Estrella Ramón, Antonia María Sánchez Pérez, Manuel Swinnen, Gilbert Vanhoof, Koen |
| author_facet | Estrella Ramón, Antonia María Sánchez Pérez, Manuel Swinnen, Gilbert Vanhoof, Koen |
| author_sort | Estrella Ramón, Antonia María |
| collection | DSpace |
| description | The main goal of this paper is the calculation of a multi-product model of Customer Potential Value using the Probit method. The results of this first analysis are used to perform an ex-post segmentation of customers, whose output can be employed to improve Customer Relationship Management strategies of the companies. Our research contributes to the consumer behaviour literature insofar as, according to our knowledge, no previous work has examined collectively the proposed drivers of Customer Potential Value in a multi-services retailer. To achieve these objectives, we use a panel data of a Spanish bank. The results allow us to confirm the influence of a set of behavioural variables on the ownership of different banking products and identify those customers whose value is higher and lower through the calculation of Customer Potential Value. |
| format | info:eu-repo/semantics/article |
| id | oai:repositorio.ual.es:10835-14883 |
| institution | Universidad de Cuenca |
| language | English |
| publishDate | 2023 |
| publisher | Taylor and Francis |
| record_format | dspace |
| spelling | oai:repositorio.ual.es:10835-148832023-12-21T12:44:20Z Estimating Customer Potential Value using panel data of a Spanish bank Estrella Ramón, Antonia María Sánchez Pérez, Manuel Swinnen, Gilbert Vanhoof, Koen Marketing Customer value Customer relationship management Customer value management ex-post segmentation Probit model The main goal of this paper is the calculation of a multi-product model of Customer Potential Value using the Probit method. The results of this first analysis are used to perform an ex-post segmentation of customers, whose output can be employed to improve Customer Relationship Management strategies of the companies. Our research contributes to the consumer behaviour literature insofar as, according to our knowledge, no previous work has examined collectively the proposed drivers of Customer Potential Value in a multi-services retailer. To achieve these objectives, we use a panel data of a Spanish bank. The results allow us to confirm the influence of a set of behavioural variables on the ownership of different banking products and identify those customers whose value is higher and lower through the calculation of Customer Potential Value. 2023-12-21T12:44:20Z 2023-12-21T12:44:20Z 2016-07-08 info:eu-repo/semantics/article Antonia Estrella-Ramón, Manuel Sánchez-Pérez, Gilbert Swinnen & Koen Vanhoof (2016) Estimating Customer Potential Value using panel data of a Spanish bank, Journal of Business Economics and Management, 17:4, 580-597, DOI: 10.3846/16111699.2014.970571 2029-4433 1611-1699 http://hdl.handle.net/10835/14883 en https://doi.org/10.3846/16111699.2014.970571 Attribution-NonCommercial-NoDerivatives 4.0 Internacional http://creativecommons.org/licenses/by-nc-nd/4.0/ info:eu-repo/semantics/openAccess Taylor and Francis |
| spellingShingle | Marketing Customer value Customer relationship management Customer value management ex-post segmentation Probit model Estrella Ramón, Antonia María Sánchez Pérez, Manuel Swinnen, Gilbert Vanhoof, Koen Estimating Customer Potential Value using panel data of a Spanish bank |
| title | Estimating Customer Potential Value using panel data of a Spanish bank |
| title_full | Estimating Customer Potential Value using panel data of a Spanish bank |
| title_fullStr | Estimating Customer Potential Value using panel data of a Spanish bank |
| title_full_unstemmed | Estimating Customer Potential Value using panel data of a Spanish bank |
| title_short | Estimating Customer Potential Value using panel data of a Spanish bank |
| title_sort | estimating customer potential value using panel data of a spanish bank |
| topic | Marketing Customer value Customer relationship management Customer value management ex-post segmentation Probit model |
| url | http://hdl.handle.net/10835/14883 |
| work_keys_str_mv | AT estrellaramonantoniamaria estimatingcustomerpotentialvalueusingpaneldataofaspanishbank AT sanchezperezmanuel estimatingcustomerpotentialvalueusingpaneldataofaspanishbank AT swinnengilbert estimatingcustomerpotentialvalueusingpaneldataofaspanishbank AT vanhoofkoen estimatingcustomerpotentialvalueusingpaneldataofaspanishbank |