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Co-experience Network Dynamics: Lessons from the Dance Floor


  • Massimo Riccaboni
  • Anna Romiti
  • Gianna Giudicati


Experience and socialization are key factors in determining customer commitment and renewal decisions in the service sector. To analyse the combined effect of experience and socialization, in this paper we introduce the concept of co-experience networks. A new methodological approach, originally applied in the field of social ethology, is devised to study reality-mined co-experience networks. By analysing a network of health club members over four years, we find that long-experienced clients have a lower chance to renew their contracts. On the other hand, central members in the co-experience network are stable and tend to renew their memberships. Further, since the members of the same reference group align their levels of commitment, renewal decisions are clustered in a small-world network. These findings contribute to our understanding of social dynamics and localized conformity in customer decision-making that can be used to plan marketing strategies to improve customer retention.

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  • Massimo Riccaboni & Anna Romiti & Gianna Giudicati, 2011. "Co-experience Network Dynamics: Lessons from the Dance Floor," DISA Working Papers 2011/02, Department of Computer and Management Sciences, University of Trento, Italy, revised 28 Mar 2011.
  • Handle: RePEc:trt:disawp:2011/02

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    1. Michel Grabisch & Agnieszka Rusinowska, 2010. "A model of influence in a social network," Theory and Decision, Springer, vol. 69(1), pages 69-96, July.
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    4. Ruth N. Bolton, 1998. "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, INFORMS, pages 45-65.
    5. Mathias Dewatripont & Lars Peter Hansen & Stephen Turnovsky, 2003. "Advances in economics and econometrics: the eighth world congress," ULB Institutional Repository 2013/9557, ULB -- Universite Libre de Bruxelles.
    6. Sascha O. Becker & Andrea Ichino, 2002. "Estimation of average treatment effects based on propensity scores," Stata Journal, StataCorp LP, vol. 2(4), pages 358-377, November.
    7. Ruth N. Bolton & Katherine N. Lemon & Matthew D. Bramlett, 2006. "The Effect of Service Experiences over Time on a Supplier's Retention of Business Customers," Management Science, INFORMS, vol. 52(12), pages 1811-1823, December.
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