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- W2362748100 abstract "Based on the data of the retail customers' consumption behaviors of the domestic large commercial banks,this paper researches the influences of contractual relationship on the purchase frequency and running-off frequency of retail customers' consumption transaction, and on the retail customers' non-contractual transaction. The results of the paper show that,(1) the contractual relationship affects customers' non-contractual transaction, which is indicated by the purchase frequency and running-off frequency of customers' transaction, so it affects retail customer's life cycle and ultimate value;(2) for different type of contractual relationship, the direction and intensity of the influence on customer's same kind of non-contractual transaction are not the same, which adds the uncertainty of customers' behavior and the difficulty in implementing marketing strategy. Therefore, while the marketing strategy of retail business is made, the banks should consider the influence of the variables of contractual relationship and customer attributes on consumer's consumption transaction." @default.
- W2362748100 created "2016-06-24" @default.
- W2362748100 creator A5066432361 @default.
- W2362748100 date "2015-01-01" @default.
- W2362748100 modified "2023-09-25" @default.
- W2362748100 title "The Influence of Contractual Relationship on the Promotion and Loss of Retail Customer's Consumption" @default.
- W2362748100 hasPublicationYear "2015" @default.
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