Authors
Wagner A Kamakura, Michel Wedel, Fernando De Rosa, Jose Afonso Mazzon
Publication date
2003/3/1
Journal
International Journal of Research in marketing
Volume
20
Issue
1
Pages
45-65
Publisher
North-Holland
Description
An important aspect of the new orientation on customer relationship marketing is the use of customer transaction databases for the cross-selling of new services and products. In this study, we propose a mixed data factor analyzer that combines information from a survey with data from the customer database on service usage and transaction volume, to make probabilistic predictions of ownership of services with the service provider and with competitors. This data-augmentation tool is more flexible in dealing with the type of data that are usually present in transaction databases. We test the proposed model using survey and transaction data from a large commercial bank. We assume four different types of distributions for the data: Bernoulli for binary service usage items, rank-order binomial for satisfaction rankings, Poisson for service usage frequency, and normal for transaction volumes. We estimate the model using …
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Scholar articles
WA Kamakura, M Wedel, F De Rosa, JA Mazzon - International Journal of Research in marketing, 2003