How do initial discounts affect customer retention?

María Jose del Rio Olivares; Jaakko Aspara; Pekka Mattila

How do initial discounts affect customer retention?

María Jose del Rio Olivares
, Jaakko Aspara
, Pekka Mattila

Marketing, Helsinki

Aalto University

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review

Original language	English
Title of host publication	Proceedings of the AMA 2015 Winter Marketing Educators' Conference : Marketing Analytics, Marketing Metrics, and Research
Publisher	AMA - American Marketing Association
Publication date	2015
Publication status	Published - 2015
MoE publication type	A4 Article in conference proceedings
Event	American Marketing Association Winter Marketing Educators' Conference - San Antonio, United States Duration: 13.02.2015 → 15.02.2015

Keywords

512 Business and Management

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Jose del Rio Olivares, M., Aspara, J., & Mattila, P. (2015). How do initial discounts affect customer retention? In Proceedings of the AMA 2015 Winter Marketing Educators' Conference: Marketing Analytics, Marketing Metrics, and Research AMA - American Marketing Association. http://s3.amazonaws.com/media.guidebook.com/service/UhYCMXRA9Sxnptdm7F4DVcg58fJvazw3/Part_G_Winter_Proceedings_2015.pdf

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title = "How do initial discounts affect customer retention?",

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author = "\{Jose del Rio Olivares\}, Mar{\'i}a and Jaakko Aspara and Pekka Mattila",

note = " Volume: Proceeding volume: ; American Marketing Association Winter Marketing Educators' Conference ; Conference date: 13-02-2015 Through 15-02-2015",

year = "2015",

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Jose del Rio Olivares, M, Aspara, J & Mattila, P 2015, How do initial discounts affect customer retention? in Proceedings of the AMA 2015 Winter Marketing Educators' Conference: Marketing Analytics, Marketing Metrics, and Research. AMA - American Marketing Association, American Marketing Association Winter Marketing Educators' Conference, San Antonio, United States, 13.02.2015. <http://s3.amazonaws.com/media.guidebook.com/service/UhYCMXRA9Sxnptdm7F4DVcg58fJvazw3/Part_G_Winter_Proceedings_2015.pdf>

How do initial discounts affect customer retention? / Jose del Rio Olivares, María; Aspara, Jaakko; Mattila, Pekka.
Proceedings of the AMA 2015 Winter Marketing Educators' Conference: Marketing Analytics, Marketing Metrics, and Research. AMA - American Marketing Association, 2015.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Scientific › peer-review