Comparison between defection and non-defection groups
| Variable category | Variables | Total (n = 3,906) | Customers defected (n = 2,008) | Customers stayed (n = 1,898) | t-value |
|---|---|---|---|---|---|
| Switch barriers | Remaining contract months | 3.92 (6.72) | 4.08 (7.20) | 3.76 (6.16) | −1.5 |
| Membership points | 37,285 (121,186) | 29,831 (108,667) | 45,172 (132,729) | 4.0*** | |
| VOC | Total VOC | 0.75 (1.35) | 0.89 (1.44) | 0.61 (1.23) | −6.6*** |
| Membership years | Membership years | 2.91 (0.88) | 2.87 (0.83) | 2.95 (0.92) | – |
| Contents usage | Channel views | 520 (1,003) | 469 (997) | 575 (1,007) | 3.3*** |
| VOD views | 2,117 (3,004) | 1,762 (2,775) | 2,491 (3,187) | 7.6*** | |
| TVOD views | 626 (888) | 517 (812) | 740 (948) | 7.9*** | |
| PPV views | 14 (34) | 13 (30) | 16 (37) | 2.5** | |
| Monthly service | 0.26 (1.26) | 0.27 (1.29) | 0.25 (1.22) | −0.4 |
| Variable category | Variables | Total ( | Customers defected ( | Customers stayed ( | |
|---|---|---|---|---|---|
| Switch barriers | Remaining contract months | 3.92 (6.72) | 4.08 (7.20) | 3.76 (6.16) | −1.5 |
| Membership points | 37,285 (121,186) | 29,831 (108,667) | 45,172 (132,729) | 4.0 | |
| VOC | Total VOC | 0.75 (1.35) | 0.89 (1.44) | 0.61 (1.23) | −6.6 |
| Membership years | Membership years | 2.91 (0.88) | 2.87 (0.83) | 2.95 (0.92) | – |
| Contents usage | Channel views | 520 (1,003) | 469 (997) | 575 (1,007) | 3.3 |
| VOD views | 2,117 (3,004) | 1,762 (2,775) | 2,491 (3,187) | 7.6 | |
| TVOD views | 626 (888) | 517 (812) | 740 (948) | 7.9 | |
| PPV views | 14 (34) | 13 (30) | 16 (37) | 2.5 | |
| Monthly service | 0.26 (1.26) | 0.27 (1.29) | 0.25 (1.22) | −0.4 |
Notes:
*p < 0.10; **p < 0.01; ***p < 0.001
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