Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns
Abstract
Customer relationship management (CRM) campaigns have traditionally focused on maximizing the profitability of the targeted customers. The authors demonstrate that in business settings characterized by network externalities, a CRM campaign that is aimed at changing the behavior of specific customers propagates through the social network, thereby also affecting the behavior of nontargeted customers. Using a randomized field experiment involving...
Paper Details
Title
Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns
Published Date
Jun 1, 2017
Volume
54
Issue
3
Pages
347 - 363
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