What Make the VIP Customer Different?-the Research on the Determinants of Mobile VIP Customer Churn

摘要：

The churn of mobile customer has enormous influence on the enterprise .According to 20/80 principle,retaining VIP customers is one of the most critical challenges in the maturing mobile telecommunications service industry. However,there are little literatures to explain why the VIP customers chum. Using mobile VIP customer transaction and billing data,this study investigates determinants of mobile VIP customer churn. The results indicate that the switching cost: V network user and family package are the most important factors in VIP customers churn. However,some marketing method on common users such as accumulated loyalty points,terminal bound contract dont work on VIP customers,which raise the questions about these marketing program effectiveness. This study provides implications for the competition policies of mobile telephony market

关键词： VIP customers Chum determinants Mobile service

作者: Qian Su Peiji Shao Quanfu Ye

作者单位: School of economic & management,UESTC,Chengdu,China

会议类型: 国际会议

会议名称: The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)

会议地点: 成都

会议语种:英文

页码: 1168-1174

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）