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Conference Proceedings (1996), Troisième Rencontre Internationale / Approches Connexionnistes en Sciences Economiques de Gestion ACSEG, Faculté des Sciences Economiques et de Gestion, pp. 37-50

Rupture de la relation commerciale et comportement d'achat

When using relationship marketing, a firm has to track customers' satisfaction and avoid breaking up with a customer. In the first part, the conceptual analysis of a break up and its causes are presented. An empirical illustration is discussed in a second part with a comparison between scoring methods and neural nets, which are not more effective in the prediction.

DESMET, P. and MACE, S. (1996). Rupture de la relation commerciale et comportement d'achat. In: Troisième Rencontre Internationale / Approches Connexionnistes en Sciences Economiques de Gestion ACSEG. Faculté des Sciences Economiques et de Gestion, pp. 37-50.