Scoring, segmenting and characterizing telecom customers on the basis of attitudinal loyalty

Paul Pacholski and Joseph Retzer

This paper begins by estimating a composite measure (index) of attitudinal loyalty for customers of a major telecom supplier's ISP services.

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...

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