Estimating Customer Potential Value using panel data of a Spanish bank

Estimating Customer Potential Value using panel data of a Spanish bank

The main goal of this paper is the calculation of a multi-product model of Customer Potential Value using the Probit method. The results of this first analysis are used to perform an ex-post segmentation of customers, whose output can be employed to improve Customer Relationship Management strategi...

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Bibliographic Details
Main Authors: Antonia Estrella-Ramón, Manuel Sánchez-Pérez, Gilbert Swinnen, Koen Vanhoof
Format: Article
Language:English
Published: Vilnius Gediminas Technical University 2016-07-01
Series:Journal of Business Economics and Management
Subjects:
customer potential value
customer relationship management
customer value management
product ownership
Probit model
ex-post segmentation
Online Access:https://journals.vgtu.lt/index.php/JBEM/article/view/2256

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