Hidden Markov Models (HMMs) have emerged as an empirical “workhorse” in the marketing literature in capturing and forecasting within-customer non-stationary behaviors. Extant research has demonstrated that HMMs typically outperform nested benchmarks when examining fit statistics aggregated...

Service churn and retention rates remain central as constructs in marketing activities such as valuation of service subscribers and resource allocation. While extant approaches have been proposed to relate service churn to external factors such as reported satisfaction, marketing mix activities,...