Note—Relaxing the Loyalty Condition in the Colombo/Morrison Model
Marketing Science · 1989 · Volume 8 · Issue 1
Abstract
This note derives the Colombo/Morrison ‘hard-core loyal/potential switcher’ model without assuming the existence of either hard-core loyals or potential switchers. We only assume that the relative probability of buying a product other than what one purchased previously is independent of this previous purchase. This result significantly extends the applicability of the Colombo/Morrison model.
Keywords
mover/stayer models, loyalty, repurchase behavior
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