Publication
How does Retargeted Direct Mailing influences customer churn among independent opticians in the Netherlands, considering the moderating effects of customer characteristics?
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Vafainia, Saeid | |
| dc.contributor.advisor | Rajsingh, Peter | |
| dc.contributor.author | Westermann, Marie Johanna | |
| dc.date.accessioned | 2024-09-18T13:11:17Z | |
| dc.date.embargo | 2025-03-18 | |
| dc.date.issued | 2024-07-02 | |
| dc.date.submitted | 2024-05-31 | |
| dc.description.abstract | Reducing customer churn is crucial for business profitability, with personalized marketing strategies playing a key role. Despite the rise of digital marketing, traditional methods like Direct Mailing (DM) remain effective due to their tangible presence and high response rates. Retargeted Direct Mailing (RDM) leverages customer data to create personalized and well-timed mailings, re-engaging lost or at-risk customers. Understanding different customer types and their responses to various incentives within RDMs significantly influences campaigns effectiveness. Tailoring RDM strategies to individual preferences and characteristics optimizes customer retention. This thesis investigates the impact of RDM on customer churn among independent opticians in the Netherlands, considering customer characteristics. Panel data from 7,839 customers across 13 optical retailers over 8 years were analyzed using panel and logistic regression models. RDM effectively reduces customer churn by shortening purchase intervals, increasing purchase likelihood, and boosting spending. Responses to incentivized RDMs vary by customer characteristics, significantly improving purchase intervals and spending. Additionally, lower churn rates are observed across different customer segments, with older customers, female customers, and frequent buyers exhibiting the lowest churn rates. Limitations of the study include data sparsity, potential biases due to zero entries, and limited generalizability beyond the Dutch optical retail market. This research offers insights for retail marketing, particularly for the optician industry, in designing effective RDM (with and without incentives) campaigns tailored to customer characteristics to improve retention and increase spending. | pt_PT |
| dc.description.abstract | Reduzir a rotatividade de clientes é crucial para a rentabilidade. Apesar do marketing digital, o Direct Mailing (DM) continua eficaz devido à sua presença tangível e altas taxas de resposta. O Retargeted Direct Mailing (RDM) usa dados dos clientes para criar correspondências personalizadas, reengajando clientes perdidos ou em risco. Compreender os tipos de clientes e suas respostas aos incentivos nos RDMs é essencial para otimizar a fidelização. Esta tese analisa o impacto do RDM na rotatividade de clientes entre óticas independentes na Holanda, considerando as características dos clientes. Dados de 7.839 clientes em 13 varejistas ópticos ao longo de 8 anos foram analisados. O RDM reduz efetivamente a rotatividade ao encurtar os intervalos de compra, aumentar a probabilidade de compra e estimular os gastos. As respostas aos RDMs incentivados variam de acordo com as características dos clientes. Clientes mais velhos, mulheres e compradores frequentes apresentam as menores taxas de rotatividade. As limitações do estudo incluem a escassez de dados, potenciais vieses devido a entradas nulas e generalização limitada além do mercado de varejo óptico holandês. Esta pesquisa oferece insights para o marketing de varejo, particularmente para a indústria de óticas, na criação de campanhas RDM eficazes (com e sem incentivos) adaptadas às características dos clientes para melhorar a retenção e aumentar os gastos. | pt_PT |
| dc.identifier.tid | 203663632 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/46583 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Customer churn | pt_PT |
| dc.subject | Customer relationship management | pt_PT |
| dc.subject | Customer retention | pt_PT |
| dc.subject | Direct mailing | pt_PT |
| dc.subject | Incentives | pt_PT |
| dc.subject | Optician | pt_PT |
| dc.subject | Retargeted direct mailing | pt_PT |
| dc.subject | Retail | pt_PT |
| dc.subject | Rotatividade de clientes | pt_PT |
| dc.subject | Gestão de relacionamento com o cliente | pt_PT |
| dc.subject | Retenção de clientes | pt_PT |
| dc.subject | Mala direta | pt_PT |
| dc.subject | Incentivos | pt_PT |
| dc.subject | Ótica | pt_PT |
| dc.subject | Varejo | pt_PT |
| dc.title | How does Retargeted Direct Mailing influences customer churn among independent opticians in the Netherlands, considering the moderating effects of customer characteristics? | pt_PT |
| dc.title.alternative | Influência do Retargeted Direct Mailing na fidelização de clientes entre óticas independentes na Holanda, considerando as características dos clientes? | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em Gestão e Administração de Empresas (mestrado internacional) | pt_PT |