University of Twente Student Theses


Aspects of eCRM and firmographics that influence customer acquisition probability

Chaush, A. (2022) Aspects of eCRM and firmographics that influence customer acquisition probability.

[img] PDF
Abstract:The goal of this master thesis is to study which aspects of eCRM and firmographics increase the customer acquisition likelihood. The data that has been gathered was provided to the researcher by the company and consists of N= 124 408 observations. The novelty of this research is in the context of studying specific eCRM components such as content relevance and message format (which is to be defined as a set of ideal characteristics of a message which lead to different behavioral outcomes), as well as different firmographics such as company size, company industry, job title, and geographic location of prospects and its impact on customer acquisition probability. Furthermore, this research provides precise recommendations to the entity regarding their outbound sales process and provides recommendations to all companies in general which may be interested in expanding their outbound efforts by segmenting each of the eCRM and firmographic components further and provide recommendations accordingly. This research uses quantitative research methods by making use of logistic regression and linear discriminant analysis and cross-examines both in order to verify the results. The added value of the study as observed is that the two aspects of eCRM that were examined were considered the worse predictors of the model, however, the firmographics did contribute to a great extent in increasing the customer acquisition probability. Out of the two aspects of eCRM examined, it was proven that content relevance has more influence over customer acquisition probability compared to message format.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Programme:Business Administration MSc (60644)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page