Modeling Customer Reactions to Sales Attempts : If Cross-Selling Backfires

@inproceedings{Gne2009ModelingCR,
  title={Modeling Customer Reactions to Sales Attempts : If Cross-Selling Backfires},
  author={Evrim D. G{\"u}ne and O. Zeynep Ak and E. Lerzan {\"O}rmeci and S. Hazal {\"O}zden},
  year={2009}
}
Cross-selling attempts, based on estimated purchase probabilities, are not guaranteed to succeed and such failed attempts may annoy customers. There is a general belief that crossselling may backfire if not implemented cautiously, however there is not a good understanding of the nature and impact of this negative reaction or appropriate policies to counter-balance it. This paper focuses on this issue and develops a modeling framework that makes use of a Markov decision model to account for… CONTINUE READING