05 AUGUST, 2022: The Research and Publications Office at IIM Bangalore will host a seminar by Prof. Raghuram Iyengar, from the Wharton School, at 2:30 pm on 17 August 2022, in Classroom C-13.
Prof. Raghu Iyengar will speak on ‘The Impact of Subscription Programs on Customer Behaviour’, based on his research. “Subscription programs are increasingly popular among a wide variety of retailers including Amazon (Prime), Barnes & Noble (B&N Membership), and Sephora (Flash). These types of programs give members access to a set of exclusive benefits for a fixed fee upfront, but what are the implications for subscription businesses and customer retention? Using state of the art machine learning methods, we find that the effect of subscription is economically significant, persistent over time, and heterogeneous across customers. Interestingly, only one-third of the effect on customer revenues is due to the economic benefit of the subscription program and the remaining two-thirds is attributed to the non-economic effect. Profitability analysis also shows that a large fraction of customers are not profitable for the retailer,” he writes in an abstract of his paper.
Prof. Raghu Iyengar’s research interests fall in two domains: pricing and social influence. In the area of pricing, his work focuses on the impact of multi-part pricing schemes on consumer response. His current research focuses on how subscription program change future customer behaviour. His research has been published or forthcoming in Journal of Marketing Research and Marketing Science. He serves on the Editorial Boards of Journal of Marketing Research, Marketing Science and the International Journal of Research in Marketing. He is an Area Editor at the Journal of Marketing Research, Management Science and the International Journal of Research in Marketing.
His teaching interests are in the area of Marketing Analytics. He earned his PhD from Columbia University and his undergraduate degree from IIT Kanpur, India.
05 AUGUST, 2022: The Research and Publications Office at IIM Bangalore will host a seminar by Prof. Raghuram Iyengar, from the Wharton School, at 2:30 pm on 17 August 2022, in Classroom C-13.
Prof. Raghu Iyengar will speak on ‘The Impact of Subscription Programs on Customer Behaviour’, based on his research. “Subscription programs are increasingly popular among a wide variety of retailers including Amazon (Prime), Barnes & Noble (B&N Membership), and Sephora (Flash). These types of programs give members access to a set of exclusive benefits for a fixed fee upfront, but what are the implications for subscription businesses and customer retention? Using state of the art machine learning methods, we find that the effect of subscription is economically significant, persistent over time, and heterogeneous across customers. Interestingly, only one-third of the effect on customer revenues is due to the economic benefit of the subscription program and the remaining two-thirds is attributed to the non-economic effect. Profitability analysis also shows that a large fraction of customers are not profitable for the retailer,” he writes in an abstract of his paper.
Prof. Raghu Iyengar’s research interests fall in two domains: pricing and social influence. In the area of pricing, his work focuses on the impact of multi-part pricing schemes on consumer response. His current research focuses on how subscription program change future customer behaviour. His research has been published or forthcoming in Journal of Marketing Research and Marketing Science. He serves on the Editorial Boards of Journal of Marketing Research, Marketing Science and the International Journal of Research in Marketing. He is an Area Editor at the Journal of Marketing Research, Management Science and the International Journal of Research in Marketing.
His teaching interests are in the area of Marketing Analytics. He earned his PhD from Columbia University and his undergraduate degree from IIT Kanpur, India.