Using the conversion model to optimize customer retention

Abstract

Begins by defining the conversion model ‐ a model used as a marketing tool to identify commitment to different brands of goods or services. Argues that there is a difference between committed and uncommitted customers which is not related to service quality and that this makes it difficult to predict customer retention based solely on these grounds. Other factors also drive commitment. Presents two short case studies based on these assumptions.

Citation

Richards, T. (1996), "Using the conversion model to optimize customer retention", Managing Service Quality: An International Journal, Vol. 6 No. 4, pp. 48-52. https://doi.org/10.1108/09604529610120294