A new approach
Scoring, segmenting and characterizing telecom customers on the basis of attitudinal loyalty.

List of publications
Visual Description
Visual Description

Author(s): Joseph Retzer, Paul Pacholski
Collection: Telecommunications Marketing 2002
Keywords: Pre-Testing

PDF version
Display prices in :
EUR 15.00
Members: EUR 0.00

This paper begins by estimating a composite measure (index) of attitudinal loyalty for customers of a major telecom supplier's ISP services. The index is constructed in such a way as to maximize differentiation amongst respondents. Next it employs finite mixture methodology for identifying latent customer groups based on the index. It then assigns intuitively meaningful, robust information theoretic measures of importance to both drivers' of within group dependent measures, as well as drivers' of between group membership.




Date of publication: 20.10.2002
ISBN: 92 831 1328 4
Order Code: S259-02
Number of pages: 13

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits

For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Customer Service:
publications@esomar.org