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Topic · Marketing

Customer churn and segmentation

Customer churn and segmentation is a research topic within Marketing. Science Explorer counts 11k research works in it since 1951. 10.0% of them reached the world's top 10% most cited for their field and year.

This cluster of papers focuses on customer equity management and prediction, utilizing data mining, machine learning, and segmentation techniques to understand customer churn, lifetime value, and profitability. It explores the impact of marketing strategies on customer retention and financial performance in various industries, particularly in telecommunications.

  • Customer Equity
  • Churn Prediction
  • Data Mining
  • Customer Lifetime Value
  • Marketing Strategy
  • Segmentation
  • Machine Learning
  • Telecommunications
  • Customer Retention
  • Financial Performance
Research works
11k
fractional, since 1951
In the world top 10%
1.1k
per year above
Top-10% rate
10.0%
share of its works in the world top 10%
Growth, 2018-21 → 2022-25
+111%
the tick is no change
Largest producer
India
30% of the 10 largest, 2022-now
Customer churn and segmentation

Which countries lead Customer churn and segmentation research?

By volume, India and Indonesia publish the most (965 and 681 works in 2022-now).

By volume, 2022-now

  1. 1 India 965 works
  2. 2 Indonesia 681 works
  3. 3 China 617 works
  4. 4 United States 435 works
  5. 5 Türkiye 94 works
  6. 6 Malaysia 89 works
  7. 7 United Kingdom 84 works
  8. 8 ?? 80 works
  9. 9 Germany 79 works
  10. 10 Iran 61 works

How concentrated that is

The same countries as shares of everything the list above accounts for. A node where two countries do two thirds of the work and one spread evenly across twelve read alike as a ranking and not at all alike here.

India: 30.3%Indonesia: 21.4%China: 19.4%United States: 13.7%6 others listed: 15.3%30%largest
India965 · 30.3%Indonesia681 · 21.4%China617 · 19.4%United States435 · 13.7%6 others listed487 · 15.3%

Shares of the rows listed above, not of the whole node.

Which institutions lead Customer churn and segmentation research?

By volume in 2022-now, Binus University publishes the most Customer churn and segmentation research, followed by Telkom University and SRM Institute of Science and Technology.

By volume, 2022-now

  1. 1 Binus UniversityIndonesia 59 works
  2. 2 Telkom UniversityIndonesia 35 works
  3. 3 SRM Institute of Science and TechnologyIndia 34 works
  4. 4 Saveetha UniversityIndia 30 works
  5. 5 Chandigarh UniversityIndia 28 works
  6. 6 Islamic Azad University, TehranIran 24 works
  7. 7 Symbiosis International UniversityIndia 23 works
  8. 8 Amity UniversityIndia 22 works
  9. 9 Amrita Vishwa VidyapeethamIndia 22 works
  10. 10 Vellore Institute of Technology UniversityIndia 21 works

Who are the leading researchers in Customer churn and segmentation?

The most-cited researchers publishing on Customer churn and segmentation include Marko Sarstedt, Christian M. Ringle and Claes Fornell.

  1. 1 Marko Sarstedt Germany 221k citations
  2. 2 Christian M. Ringle Germany 215k citations
  3. 3 Claes Fornell United States 198k citations
  4. 4 Joseph F. Hair United States 163k citations
  5. 5 Philip S. Yu United States 141k citations
  6. 6 Valarie A. Zeithaml United States 138k citations
  7. 7 Anitha Parasuraman United States 121k citations

Ranked by citations received across their whole record, among researchers with at least three works on this topic.

What are the most cited papers in Customer churn and segmentation?

The most cited paper in Customer churn and segmentation is "Amazon.com recommendations: item-to-item collaborative filtering" (Greg Linden, Brent Smith, Jeremy C. York, 2003), with 5,433 citations. Next come "Partial Least Squares Structural Equation Modeling" (2,949) and "Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis" (2,573).

Most cited papers
#PaperReleasedCitations
1 Amazon.com recommendations: item-to-item collaborative filtering Greg Linden, Brent Smith, Jeremy C. York · IEEE Internet Computing 2003 5,433
2 Partial Least Squares Structural Equation Modeling Marko Sarstedt, Christian M. Ringle, Joseph F. Hair Book chapter 2017 2,949
3 Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis Robert W. Palmatier, Rajiv P. Dant, Dhruv Grewal et al. · Journal of Marketing Review Oct 2006 2,573
4 A Strategic Framework for Customer Relationship Management Adrian Payne, Pennie Frow · Journal of Marketing 16 Sep 2005 2,086
5 Cluster Analysis in Marketing Research: Review and Suggestions for Application Girish Punj, David W. Stewart · Journal of Marketing Research May 1983 2,008
All 99 most cited papers, with filters and sorting

Where is Customer churn and segmentation research done?

The largest centres of Customer churn and segmentation research in 2022-now are Jakarta (Indonesia), Chennai (India), Beijing (China) and Bandung (Indonesia). Among places with at least 20 works in it, it is an unusually large share of all research in Vijayawada, Greater Noida and Mohali.

Largest cities, 2022-now

  1. 1 JakartaIndonesia 145 works
  2. 2 ChennaiIndia 130 works
  3. 3 BeijingChina 94 works
  4. 4 BandungIndonesia 83 works
  5. 5 BengaluruIndia 65 works
  6. 6 PuneIndia 61 works
  7. 7 SurabayaIndonesia 53 works
  8. 8 IstanbulTürkiye 49 works
  9. 9 CoimbatoreIndia 48 works
  10. 10 MedanIndonesia 41 works

Where it is the local speciality

  1. VijayawadaIN · 22.9 works12×
  2. Greater NoidaIN · 30.3 works11×
  3. MohaliIN · 28.8 works10×
← less than its size predicts1×more →

Location quotient: how much more of its research is in Customer churn and segmentation than the world average.

See Customer churn and segmentation on the map

Where is the best place to study Customer churn and segmentation?

Among universities, judged by research, Vietnam National University Ho Chi Minh City, Saveetha University and Symbiosis International University score highest, combining excellence, specialisation, size, growth and international reach. Research strength is one signal when choosing where to study; it does not measure teaching.

0%10%20%mean 11.23%fractional works in this field (log) →share of work in the world top 10% →Vietnam National Uni…Amrita Vishwa Vidyap…Symbiosis Internatio…Saveetha University
above the meannear itbelow it

One dot per university in the first ten of the table below, at the default weights. The upper left is the interesting corner: small places doing unusually strong work.

Excellenceshare of its work in the world top 10%, 2022-now and all time averaged
40%
Specialisationhow much of its work is in this field, counted up to 10× the world share
10%
Sizeits output in this field, on a log scale
30%
Growthoutput growth, counted from -20% to +20%
10%
Internationalshare of its work with a co-author abroad
10%
Each slider sets a weight; the share it gets of the score is beside it.
#UniversityScoreTop 10%SpecialisationWorksGrowth
1Vietnam National University Ho Chi Minh CityVietnam 64.720.4%5.9×9 +404.2%
2Saveetha UniversityIndia 64.49.9%8.6×30 +2451.3%
3Symbiosis International UniversityIndia 62.911.8%18.4×22 +1005.6%
4Amrita Vishwa VidyapeethamIndia 61.312.3%11.1×22 +909.7%
5Binus UniversityIndonesia 59.94.4%29.3×59 +312.6%
6Amity UniversityIndia 59.17.9%13.8×22 +194.0%
7SRM Institute of Science and TechnologyIndia 57.77.1%9.0×34 +601.5%
8Chitkara UniversityIndia 56.517.1%7.6×11 +218.7%
9Chandigarh UniversityIndia 56.06.0%14.1×28 +808.7%
10Universitas Islam Negeri Sultan Syarif Kasim RiauIndonesia 55.915.4%9.8×11 +213.7%

Universities only. The score blends excellence (40%), size (30%), specialisation (10%), growth (10%), international reach (10%), 2022-now; growth compares 2018-21 with 2022-25 and counts up to +20%, since a jump from a small base is mostly noise.

Every institution in Customer churn and segmentation, country by country

Is Customer churn and segmentation research growing?

Output in 2022-2025 was 111% higher than in 2018-2021, peaking in 2025. The fastest-growing topics are Customer churn and segmentation.

still counting19801990200020102020
grewheldshrank

The same series as a ribbon: one cell per year, darker for more. The line above answers how much; this answers when.

Its share of all research

Growing output can still be a shrinking share: all of science grows. This is Customer churn and segmentation as a percentage of every work published that year, 0.020% in 2024.

still counting0.010%0.020%0.030%Customer churn and segmentation0.024% in 202519801990200020102020

Fractional works of Customer churn and segmentation over all fractional works that year. How the balance of science has shifted.

How much of it reaches the world top 10%

Year by year.

still counting5%10%15%Customer churn and segmentation9.9% in 2025200020102020

Of each year's works in it, the share that reached the world's 10% most cited for their field and year. A field is the world for its own topics, so there is no other line to hold it against.

Which topics inside it are moving

Growth and decline on one axis around a shared zero. Two lists side by side hide the thing that matters: whether the growth dwarfs the decline, or the other way round.

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