USING SURVEY DATA TO PREDICT ADOPTION AND SWITCHING FOR SERVICES

被引：15
|
作者：
WEERAHANDI, S
MOITRA, S
机构：
来源：
JOURNAL OF MARKETING RESEARCH | 1995年 / 32卷 / 01期
关键词：
D O I：
10.2307/3152113
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
The authors consider the diffusion of a service when customers can switch among competing offerings of the service. Explicit formulas for brand switching and adoption probabilities are obtained in terms of customer characteristics, marketing strategies, and product attributes. The procedure of fitting the model with survey data is illustrated by a telecommunications application. The model is useful in identifying target markets and demand forecasting.
引用
收藏
页码：85 / 96
页数：12
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