Year: 2006
Type: book-chapter
Abstract: A growing challenge for the companies in the e-business era is customer retention. In today’s global economy this task is getting, at the same time, more difficult and more important. In order to retain the potentially good customers and to improve their buying attitude this paper proposes to calculate personalized discounts. This calculus is based on a fuzzy classification which can derive the customers’ value for an enterprise. This approach allows the company to drive the customer equity which treats the customers according to their real value in order to maximize its profit.
Authors: Nicolas Werro, Henrik Stormer, Andreas Meier
Institution: University of Fribourg
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W1514951454