Riebe, Erica; Wright, Malcolm; Stern, Philip; Sharp, Byron - In: Journal of Business Research 67 (2014) 5, pp. 990-997
While customer acquisition is clearly important for new brands, mature brands are often said to rely on defection … defection? Or some mixture of both? Conversely, do brands decline through deficient acquisition or excessive defection? This … compare defection and acquisition against stochastic benchmarks for customer churn under stationary conditions. The results …