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A quantile regression approach to gaining insights for reacquition of defected customers

机译：取得偏离客户重新查询的大分回归方法

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As customer loyalty keeps declining, the importance of customer relationship management is paramount especially for online-service marketers. Reacquisition of defected customers is better than acquiring new customers in terms of marketing efficiency as well as effectiveness. However, the issue of winning back defected customers has been largely neglected among scholars. In this paper, we present empirical analyses based on real transactional data from 4000 users of one of the most successful online games in Korea to investigate the relationship between demographic, RFM, behavioral, and social network variables and the users' response to reacquisition campaigns. Since the dependent variable is skewed, a quantile regression method was utilized for model estimation. To figure out what kind of characteristics would influence the likelihood of "staying alive" after the campaigns, the results from Period 1(win-back) were compared against those from Period 2(retention). The findings shed many useful insights in targeting and designing win-back campaigns.
机译：随着客户的忠诚度不断下降，客户关系管理的重要性是至关重要的，特别是对于在线服务营销人员来说。重新列出叛逃的客户比营销效率和有效性更好地获取新客户。然而，在叛逃的客户的胜利问题上在很大程度上被学者忽视了。在本文中，我们基于韩国最成功的在线游戏中的4000名用户的实证分析，调查人口统计，RFM，行为和社会网络变量与社会网络变量的关系以及用户对重新列置运动的回应。由于依赖变量是歪斜的，因此使用量子回归方法进行模型估计。要弄清楚，在运动后，有什么样的特征会影响“保持活力”的可能性，将期间1（赢）的结果与期间2（保留）的结果进行比较。调查结果揭示了争取和设计赢回运动的许多有用的见解。

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