The Tenure-Based Customer Retention Model: A Cross-Cultural Validation
研究区分了三种全球客户群体（品牌留驻者、品牌转换者、品类新手），提出基于时长的客户保留模型，并通过53,744名来自30个国家的消费者数据验证了模型，发现国际营销标准化在不同国家可行，但不同买家细分市场需差异化策略。
International businesses and their marketing managers face complexity in the targeting of different customer groups in multiple countries, with different purchase histories and brand relationship tenures. Thus far, no customer retention model has been suggested to sufficiently reduce such complexity. To fill the gap, this study distinguishes three global customer groups—brand stayers, brand switchers, and category novices—which are differently prevalent in countries of various economic development. In particular, category novices have been a largely neglected segment for emerging markets. The study introduces the tenure-based customer retention model, which proposes the idiosyncratic effects of each group on the basis of tenure-based and attitudinal repurchase drivers. A large-scale consumer study (N = 53,744; 30 countries) cross-culturally validates the suggested model and reflects country-specific factors based on cultural dimensions instead of economic development. The findings broadly support the standardization of international marketing over different countries but not across different buyer segments. Consequently, the study offers insights into the communicative measures that can be used to globally address repurchase intent for each segment.