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Measurement of customer retention

We did a customer retention analysis on residential customers in cooperation with E.ON.
In the course of the project,

  • the determinants of customer retention has been detected,
  • the motives that determine the readiness to change the supplier have been analysed,
  • and the customer retention  has been measured under the consideration of the industry's specifications (contractual relationship, low-involvement product).

Quantitative and qualitative pre-studies served to develop a theory based explication model. Model variables have been operationalized and a multi-step verification in terms of validity and reliability has then been made based on a inquiry. Specific recommendations for actions have finally been worked out.


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