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When Customers Are Members: Customer Retention in Paid Membership Contexts

Emory University

This article seeks to gain an understanding of how mem bers’ characteristics relate to lapsing behavior in paid membership contexts. Literatures such as social identity theory are used to propose hypotheses that are tested using a hazard rate model on archival data pertaining to 7,798 members of an art museum. The results indicate that the hazard of lapsing is lowered with increasing duration, par ticipation in special interest groups whose goals are re lated to those of the focal organization, gift frequency, and increasing interrenewal times. Conversely, members who have downgraded their membership level in the past, those who have participated in special interest groups whose goals are unrelated to those of the focal organization, and those who received their membership as a gift are more likely to lapse.

Journal of the Academy of Marketing Science, Vol. 26, No. 1, 31-44 (1998)
DOI: 10.1177/0092070398261004


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