An empirical investigation of the impact of communication timing on customer equity

Drèze, Xavier; Bonfrer, André

doi:10.1002/dir.20103

Cited by 42 publications

(28 citation statements)

References 18 publications

(24 reference statements)

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“…Data by, for example, Mailchimp (Foreman, 2014) and GetResponse (Pietras, 2013) show that sending newsletters during weekday mornings yields the highest opening rates, whereas weekend days yield the lowest. Other studies have shown that the best days of the week to send an e-mail are Tuesday and Sunday (Drèze & Bonfrer, 2008); further others that the day of the week makes very little difference at all in terms of opening rates (Experience Marketing Services, 2013).…”

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confidence: 99%

Invitation Timing and Participation Rates in Online Panels: Findings From Two Survey Experiments

Lindgren

Markstedt

Martinsson

et al. 2018

Social Science Computer Review

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Falling participation rates is one of the most significant challenges facing survey research today. To curb this negative trend, scholars have searched for factors that can increase and decrease citizens’ willingness to participate in surveys. In this article, we investigate the timing effects of survey invitation e-mails on participation rates in a university-based online panel with members of the Swedish public. Through two large-scale experimental studies, we examine whether the day of week ( N = 11,294) and time of day ( N = 47,279) for sending out survey invitations impact participation rates. We also ask respondents when they prefer to answer surveys. We find that the timing of survey invitations affects participation rates, however, the effects are small, short-lived, and even out within a week. We also find that the effects of timing vary by employment status and age. The results have implications for scholars and practitioners who utilize online panels for web surveys. When quick answers are important, there may be some limited gains of tailoring the timing of the survey invitation to different individuals. In surveys with more extended field periods, however, such efforts seem less warranted.

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confidence: 99%

Invitation Timing and Participation Rates in Online Panels: Findings From Two Survey Experiments

Lindgren

Markstedt

Martinsson

et al. 2018

Social Science Computer Review

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“…From a methodological perspective, it complements the growing literature in marketing that highlights the usefulness of HMMs for understanding customer dynamics in a variety of marketing problems (e.g., Ascarza and Hardie 2013, Montoya et al 2010, Netzer et al 2008, Schwartz et al 2014). More broadly, our work also relates to the literature on email marketing (e.g., Bonfrer and Drèze 2009, Drèze and Bonfrer 2008, Kumar et al 2014, as email communications and newsletters are one example of hybrid settings.…”

Section: Discussionmentioning

confidence: 99%

Some Customers Would Rather Leave Without Saying Goodbye

2018

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We investigate the increasingly common business setting in which companies face the possibility of both observed and unobserved customer attrition (i.e., "overt" and "silent" churn) in the same pool of customers. This is the case for many online-based services where customers have the choice to stop interacting with the firm either by formally terminating the relationship (e.g., canceling their account) or by simply ignoring all communications coming from the firm. The standard contractual versus noncontractual categorization of customer-firm relationships does not apply in such hybrid settings, which means the standard models for analyzing customer attrition do not apply. We propose a hidden Markov model (HMM)-based framework to capture silent and overt churn. We apply our modeling framework to two different contexts-a daily deal website and a performing arts organization. In contrast to previous studies that have not separated the two types of churn, we find that overt churners in these hybrid settings tend to interact more, rather than less, with the firm prior to churning; that is, in settings where both types of churn are present, a high level of activity-such as customers actively opening emails received from the firm-is not necessarily a good indicator of future engagement; rather it is associated with higher risk of overt churn. We also identify a large number of "silent churners" in both empirical applications-customers who disengage with the company very early on, rarely exhibit any type of activity, and almost never churn overtly. Furthermore, we show how the two types of churners respond very differently to the firm's communications, implying that a common retention strategy for proactive churn management is not appropriate in these hybrid settings.History: K. Sudhir served as the editor-in-chief and Scott Neslin served as associate editor for this article. Supplemental Material: Data and the online appendix are available at https://doi.

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“…(Blattberg & Deighton, 1996;Dorsch & Carlson, 1996;Hogan, Lemon, & Rust, 2002;Kumar & George, 2007;Persson & Ryals, 2010;. The basis of the customer equity is the customer's lifetime value (Drèze & Bonfrer, 2008).…”

Section: Customer Equitymentioning

confidence: 99%

The Impact of Social Media Pages on Customer Equity and Purchase Intention; An Empirical Study of Mobile Operators

Alkaya

Taşkın

2017

isarder

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The competitive conditions of the market, the desire to reach the target group directly, and the increasing interest of the consumers to the social media today make the use of social media inevitable. This study set out to identify attributes of marketing communication activities via social media pages of mobile operators in Turkey and examine the relationships among customer equity components (value equity, relationship equity, brand equity) and purchase intention through a structural equation modelling. According to results of the study marketing communication via social media pages has been found to be effective in all components of the customer equity, but value equity does not have a significant effect on purchase intention and there was no relationship between marketing communication via social media pages and purchase intention. The findings of this study can provide an overview of the relationship between social media and customer equity and enable mobile operators to forecast the future purchase intention of their customers more accurately, and it may also provide a guide to managing marketing activities especially on social media as well.

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An empirical investigation of the impact of communication timing on customer equity

Cited by 42 publications

References 18 publications

Invitation Timing and Participation Rates in Online Panels: Findings From Two Survey Experiments

Invitation Timing and Participation Rates in Online Panels: Findings From Two Survey Experiments

Some Customers Would Rather Leave Without Saying Goodbye

The Impact of Social Media Pages on Customer Equity and Purchase Intention; An Empirical Study of Mobile Operators

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