An Empirical Investigation of the Impact of Communication Timing on Customer Equity
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.
Journal of Interactive Marketing
Bonfrer, Andre and Dreze, Xavier.
An Empirical Investigation of the Impact of Communication Timing on Customer Equity. (2008). Journal of Interactive Marketing. 22, (1), 26-50. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/1391