TY  - JOUR
A1  - Roscher, Johannes
A1  - Tamaddoni, Ali
A1  - Skiera, Bernd
T1  - Customer loyalty trajectory for B2B firms: unveiling patterns of retention
T2  - Efl insights : an elf - the Data Science Institute publication
N2  - Customer loyalty is a critical measure for success, showing if a firm's product is received well by its customers. To understand its development over time, two fundamental questions must be answered: (I) How will current customers' loyalty develop, and (II) will new customers' loyalty differ from current customers' loyalty? The authors empirically answer these questions based on a data set including ~500 B2B web technologies with jointly ~325 million customers spanning over 24 years. They show that loyalty hardly develops and, if so, it rather decreases than increases. The loyalty of current customers rarely changes and, if so, rather increases than decreases. New customers are most likely less loyal than current customers. These results show that by failing to account for these underlying developments, stakeholders, in most cases, draw the wrong conclusions about product value measured via customer lifetime value.
Y1  - 2024
UR  - http://publikationen.ub.uni-frankfurt.de/frontdoor/index/index/docId/80950
UR  - https://nbn-resolving.org/urn:nbn:de:hebis:30:3-809504
SN  - 1866-1238
SN  - 2700-2241
VL  - 2024
IS  - 2
SP  - 6
EP  - 8
PB  - E-Finance Lab e.V.
CY  - Frankfurt am Main
ER  -