A Methodology for Linking Customer Acquisition to Customer Retention

Abstract

Journal of Marketing Research Vol. XXXVIII (May 2001), 262–268 *Jacquelyn S. Thomas is Assistant Professor of Marketing, Goizueta Business School, Emory University (e-mail: jacquelyn_thomas@bus. emory.edu). When this research was conducted, she was Assistant Professor of Marketing, Graduate School of Business, Stanford University. The author thanks Peter Reiss, Seenu Srinivasan, Ewart Thomas, Robert Blattberg, and research assistants Sang-Hoon Kim and Dana Nunn for their comments on previous versions of this project. JACQUELYN S. THOMAS*