...Tian Wang; Yunan Duan; Yangyang Liang Purpose The authors address a two-dimensional (both customer acquisition and retention) incentive in a decentralized service chain consisting of a risk-neutral brand and agent (or averse). Design/methodology/approach The authors focus on the relationship...

... their customer equity and profitability, most studies in this research stream have explored how a single firm should balance investment between customer acquisition and retention or how it should allocate its limited resources between them (e.g. Berger and Bechwati, 2001 ; Blattberg and Deighton, 1996 ; Liu...