BEGIN:VCALENDAR VERSION:2.0 PRODID:-//132.216.98.100//NONSGML kigkonsult.se iCalcreator 2.20.4// BEGIN:VEVENT UID:20250718T212701EDT-1396DLfpFp@132.216.98.100 DTSTAMP:20250719T012701Z DESCRIPTION:\n\nMs. Aysun Mutlu\, a doctoral student at Â鶹ɫÇéƬ i n the Operations Management area will be presenting her thesis defense ent itled:\n\nCustomer Engagement with Promotional Incentives in Subscription- based Businesses \n\nMonday\, May 26\, 2025\, at 1:00 p.m. \n (The defense will be conducted in hybrid mode)\n\n \n\n \n\nStudent Committee Co-chairs : Professor Saibal Ray and Professor Mehmet Gumus\n\nPlease note that the Defence will be conducted in hybrid mode.\n\n\nAbstract\n\nCustomer engage ment remains a critical challenge in retail management\, particularly with in subscription-based business models. While companies employ various prom otional incentives to drive engagement and enhance customer lifetime value \, the effectiveness and long-term impact of these strategies require furt her investigation. Subscription services\, especially in the food sector\, have experienced significant growth in recent years\, making it essential to understand how different promotion framings influence customer behavio r over time. This research seeks to contribute to this understanding throu gh randomized field experiments and prescriptive analytical models\, analy zing both the immediate and long-term effects of promotional strategies.\n \nThe first study introduces the experimental design and examines the imme diate impact of various promotional approaches. It provides an in-depth an alysis of the experiment\, which investigates how different incentive stru ctures affect customer engagement and basket size. This analysis also expl ores variations in promotional effectiveness across distinct customer segm ents through heterogeneity analysis.\n\nThe second study shifts focus to l ong-term engagement and the effects of delayed rewards. By incorporating p ost-experiment data\, this section evaluates how promotions influence cust omer retention and lifetime value. It also presents findings from employin g model-free analysis and statistical techniques\, including difference-in -differences\, to measure the sustained impact of promotions and their int eractions with customer behavior over time.\n\nThe third study develops an analytical model for optimizing promotional strategies\, integrating insi ghts from the previous experiments. This prescriptive model provides actio nable business recommendations\, identifying the most effective promotion types\, frequencies\, target customer segments\, and budget allocation str ategies. By offering a structured approach to maximizing promotional effec tiveness\, the model aids managerial decision-making in balancing short-te rm engagement with long-term customer value. Through this structured analy sis\, the thesis aims to enhance the understanding of promotional effectiv eness in subscription-based business models while providing practical mana gerial insights for improving customer engagement strategies.\n DTSTART:20250526T170000Z DTEND:20250526T190000Z SUMMARY:PhD Thesis Defense Presentation: Aysun Mutlu URL:/desautels/channels/event/phd-thesis-defense-prese ntation-aysun-mutlu-365423 END:VEVENT END:VCALENDAR