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Maximizing customer lifetime value through strategic channel management: How to incentivize customers to use apps versus websites
Gecer, Gökhan
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Kraus, Florian
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Stahl, Florian
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URL:
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https://www.fox.temple.edu/wp-content/uploads/2018...
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Dokumenttyp:
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Konferenzveröffentlichung
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Erscheinungsjahr:
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2018
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Buchtitel:
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40th Annual ISMS Marketing Science Conference 2018 : Technical Session listing
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Seitenbereich:
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101
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Veranstaltungstitel:
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40th Annual ISMS Marketing Science Conference
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Veranstaltungsort:
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Philadelphia, PA
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Veranstaltungsdatum:
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13.-16.06.2018
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Ort der Veröffentlichung:
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Catonsville, MD
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Verlag:
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INFORMS
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Sprache der Veröffentlichung:
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Englisch
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Einrichtung:
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Fakultät für Betriebswirtschaftslehre > Dr. Werner Jackstädt Stiftungslehrstuhl für Sales & Services Marketing (Kraus 2011-)
Fakultät für Betriebswirtschaftslehre > Quantitatives Marketing und Konsumentenverhalten (Stahl 2013-)
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Fachgebiet:
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330 Wirtschaft
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Abstract:
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The mobile channel is different from other channels since at least one of the engaged parties isn’t at a fixed location and these parties can communicate at any time. The unique nature of mobile devices leads customers to develop habitual interactions with firms and as a result, the customer lifetime value (CLV) of mobile channel users tends to become larger than the CLV of other channel users. One of the main reasons is that users’ order rates increase when they adapt to mobile apps, resulting in a higher net monetary value in total spending. Consequently, online retailers should encourage the customers to switch to mobile devices by offering a discount over mobile apps. The purpose of this article is to develop a modeling approach to answer the research questions below and test the proposed model in a field experiment conducted with a commercial website. (1) To what type of customer should a discount over the mobile app be offered? (2) What is the optimal discount rate? Firstly, we conducted an experiment to test the assumptions used for constructing the analytical model. In the model, we apply to discounted expected transactions (DET) to calculate the CLV of a customer. It is based on the customer purchasing probabilities over different sales channels.
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 | Dieser Eintrag ist Teil der Universitätsbibliographie. |
 Suche Autoren in
BASE:
Gecer, Gökhan
;
Kraus, Florian
;
Stahl, Florian
Google Scholar:
Gecer, Gökhan
;
Kraus, Florian
;
Stahl, Florian
ORCID:
Gecer, Gökhan, Kraus, Florian  ORCID: https://orcid.org/0000-0001-6807-6544 and Stahl, Florian ORCID: https://orcid.org/0000-0002-2846-3424
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