Target the Ego or Target the Group: Evidence from a Randomized Experiment in Proactive Churn Management

Miguel Godinho de Matos; Pedro Ferreira; Rodrigo Belo

doi:10.1287/mksc.2018.1099

Target the Ego or Target the Group: Evidence from a Randomized Experiment in Proactive Churn Management

Miguel Godinho de Matos¹; Pedro Ferreira²; Rodrigo Belo³

¹ Católica Lisbon School of Business and Economics, 1649-023 Lisbon, Portugal · ² Heinz College and Department of Engineering and Public Policy, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213 · ³ Rotterdam School of Management, Erasmus University, 3062 PA Rotterdam, Zuid-Holland, Netherlands

Marketing Science 2018

We propose a new strategy for proactive churn management that actively uses social network information to retain consumers.

DOI: 10.1287/mksc.2018.1099
Volume: 37 (5)
Pages: 793-811
Language: en
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