For New Customers Only: A Study on the Effect of Acquisition Campaigns on a Service Company's Existing Customers' CLV☆. Issue 3 (August 2014)

• Record Type: Journal Article
• Authors: Lhoest-Snoeck, Sietske; van Nierop, Erjen; Verhoef, Peter C.
• Is Part Of: Journal of interactive marketing. Volume 28:Issue 3(2014)
• Page Start: 210
• Page End: 224
• Publication Date: 2014-08
• Subjects: Advertising awareness -- Retention -- CLV -- Practical application; Direct marketing -- Periodicals; Internet marketing -- Periodicals; 658.87
• DOI: 10.1016/j.intmar.2014.02.004
• Languages: English
• ISSNs: 1094-9968

Abstract

This study examines the effect of attractively priced acquisition campaigns on retention intention, and subsequently CLV, of existing customers. The main finding is that customers who are aware of the acquisition campaigns both have a significantly higher intention to stay and do actually stay longer than do customers who are unaware of these campaigns. However, since CLV is not only influenced by retention intention but also by revenues and costs, it is found that aware customers do not have a significantly different CLV than do unaware customers. The inclusion of attractiveness of the offer as an additional explanatory variable results in a positive effect of campaign attractiveness on retention intention, i.e. if the customer thinks the acquisition campaign is attractive, the retention intention will be higher. However, the effect that is found for intention cannot be directly translated in actual behavior.