Scoring, Segmenting And Characterizing Telecom Customers On The Basis Of Attitudinal Loyalty
A new approach
Joseph RetzerandPaul Pacholski Maritz Research
Modelling Approach
When modelling attitudinal loyalty, researchers typically suggest multiple measures that are reflective of the trait. As is the often the case when measuring a multidimensional concept, a composite index provides superior differentiation than does a single attribute. This suggests construction of an index, which retains the maximum amount of variation contained in the set of multiple measures.
Once an index of customer loyalty has been constructed, clients are often interested in the makeup/profiling of customers...