Combining revealed and stated preferences to forecast customer behaviour: three case studies

Peter C. Verhoef and Philip Hans Franses

Many companies collect stated preference data (SP), such as intentions and satisfaction, as well as revealed preference data (RP), such as actual purchasing behaviour.
  

Combining Revealed And Stated Preferences To Forecast Customer Behaviour

Three case studies

Peter C. VerhoefandPhilip Hans FrancesErasmus University

Introduction

At present, many companies collect stated preference (SP) data among large samples of their customers. Examples are annual surveys concerning stated loyalty, satisfaction and future needs. At the same time, many companies also keep track of actual behaviour of their customers by collecting revealed preference data (RP) in their customer databases. Examples of these data are records of past purchases, additional purchasing behaviour, and number of contacts with the company.

SP data sources provide the manager...

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