Coussement, Kristof - In: European Journal of Marketing 48 (2014) 3/4, pp. 477-495
Purpose – Retailers realize that customer churn detection is a critical success factor. However, no research study has taken into consideration that misclassifying a customer as a non-churner (i.e. predicting that (s)he will not leave the company, while in reality (s)he does) results in higher...