Expanding Business-to-Business Customer Relationships : Modeling the Customer ’ s Upgrade Decision

  title={Expanding Business-to-Business Customer Relationships : Modeling the Customer ’ s Upgrade Decision},
  author={Ruth N. Bolton and Katherine N. Lemon and Peter C. Verhoef},
This article develops a model of a business customer’s decision to upgrade service contracts conditional on the decision to renew the contract. It proposes that the firm’s upgrade decision is influenced by (1) decision-maker perceptions of the relationship with the supplier, (2) contract-level experiences, and (3) interactions between firmand contract-level variables. The authors model the firm’s decision as a binary logit model with random parameters for the contract-level variables and fixed… CONTINUE READING
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