Improving retention in Ginásio Clube Português

Abstract

In this work we study the churning behavior of the members of Ginásio Clube Português. We conducted a survey to measure member satisfaction and to identify areas for improvement in the Club. Then we conduct a statistical analysis to understand what influences the number of years members stay in the Club before churning. We use Cox Regression model to explain churn, as if it was a survival model. The conclusions allow us to identify specific segments with different churning behaviors and understand how to target them. It is interesting to observe that the level of satisfaction has a low impact on the probability of churning, contrary to the member profile.

Date of Award	2015
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)