Category - Mihai TICHINDELEAN

Lucian Blaga University of Sibiu

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.

Read More
Aims & Scope

Expert Journal of Marketing welcomes original academic articles to be published in open access.

Read more about Expert Journal of Marketing→

Guide for Authors

This 'Guide for Authors' provides useful information about the publication process at Expert Journal of Marketing.

Read 'Guide for Authors' →

Current Issue

Volume 4(2) of Expert Journal of Marketing is now available online

View Current Issue →

Forthcoming Papers

View upcoming economics academic articles accepted for publication.

View Articles →

Send Your Article Now