Predicting effective customer lifetime: an application of survival analysis for telecommunication industry

Innovation helps brands in making customer’s lives better and more meaningful. The purpose of brand management is to create an impact that makes differences to its customers. This study describes certain demographic factors that usually impact the continuing probability of customers and thereby can help management in identifying the effective lifetime of customers towards a particular offering. For this purpose the technique of Survival Analysis has been used and the data has been collected from customers of telecommunication industries. Results depicted that the attitudinal aspect of customers for continuing a particular product is significantly impacted by the factors under consideration.