Title

An Empirical Investigation of the Impact of Communication Timing on Customer Equity

Publication Type

Journal Article

Publication Date

2008

Abstract

This research examines the impact of communication frequency on customer retention and spending and thus,ultimately,on a firms Customer Equity CE. We conduct an empirical study in the context of permissionbased email marketing in the entertainment industry and find that intercommunication timing has a dramatic impact on customer behavior. Message scheduling affects both attrition and the customer response and thus has a critical impact on the value of ones customer base. The impact of intercontact duration is asymmetric in that too long intercommunication time is less problematic than too short intercommunication time.

Discipline

Marketing

Research Areas

Marketing

Publication

Journal of Interactive Marketing

Volume

22

Issue

1

First Page

26

Last Page

50

ISSN

1094-9968

Identifier

10.1002/dir.20105