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The Perils of Proactive Churn Prevention Using Plan Recommendations: Evidence from a Field Experiment
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Material Type |
Article
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Author(s) |
Ascarza, Eva (Author)
Iyengar, Raghuram (Author)
Schleicher, Martin (Author)
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Source Journal Info. |
Title:
JMR, Journal of Marketing Research
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Volume/ Issue No.: 2016/FEB V.53 N.1
Call No.:658.8305 JMR Location: Periodicals & References Hall - 2nd floor
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Physical Description |
p 46-60
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Subject Area/ Descriptors |
Marketing
(2255)
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Abstract |
Facing the issue of increasing customer churn, many service firms have begun recommending pricing plans to their customers. One reason behind this type of retention campaign is that customers who subscribe to a plan suitable for them should be less likely to churn because they derive greater benefits from the service...
Full Abstract
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Journal:
JMR, Journal of Marketing Research
(354)
Issu: 2016/FEB V.53 N.1
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