Mihai TICHINDELEAN

Models Used for Measuring Customer Engagement

The purpose of the paper is to define and measure the customer engagement as a forming element of the relationship marketing theory. In the first part of the paper, the authors review the marketing literature regarding the concept of customer engagement and summarize the main models for measuring it. One probability model (Pareto/NBD model) and one parametric model (RFM model) specific for the customer acquisition phase are theoretically detailed. The second part of the paper is an application of the RFM model; the authors demonstrate that there is no statistical significant variation within the clusters formed on two different data sets (training and test set) if the cluster centroids of the training set are used as initial cluster centroids for the second test set.
JEL ClassificationM31, C12, C14, C38

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Author(s)

Mihai TICHINDELEAN
Lucian Blaga University of Sibiu

Correspondence

Mihai Tichindelean, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, Romania

Article History

Received: October 15, 2013
Accepted: November 5, 2013
Available Online: November 18, 2013

Cite Reference

Tichindelean, M., 2013. Models Used for Measuring Customer Engagement. Expert Journal of Marketing, 1(1), pp.38-49

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