@inproceedings{d36482e3106542baadeff879c7d25b5a,
title = "Acquisition mode and customer retention - An empirical analysis from credit card industry",
abstract = "Using the credit card data from a large state-owned commercial bank in Shanghai, this paper studies drivers of brand loyalty in the credit card industry. Specifically, this paper compares differences in consumer survival and retention probability between two acquisition channels (direct sales vs. recommended sales) as well as two acquisition methods (gift promotion vs. non-promotion). It is found that customers acquired by direct sales or gift promotion have lower brand loyalty. They have shorter time of existence, higher probability of closing card. The findings of this paper extend the research of CRM in the credit card industry and provide inspiration for the bank credit card department to improve customer value by using CRM.",
keywords = "Acquisition mode, Customer loyalty, Customer relationship management",
author = "Yaxin Ming and Chenxi Li and Tianqi Wu",
note = "Publisher Copyright: {\textcopyright} Conference Proceedings of the 6th International Symposium on Project Management, ISPM 2018. All rights reserved.; 6th International Symposium on Project Management, ISPM 2018 ; Conference date: 21-07-2018 Through 23-07-2018",
year = "2018",
language = "英语",
series = "Conference Proceedings of the 6th International Symposium on Project Management, ISPM 2018",
publisher = "Aussino Academic Publishing House",
pages = "1255--1263",
editor = "Hui Xu and Dongbin Huang and Haiyan Yu and Henry Zhang",
booktitle = "Conference Proceedings of the 6th International Symposium on Project Management, ISPM 2018",
}