Improving Retention in Gin?sio Clube Portugu?s.

      Аннотация: In this work we study the churning behavior of the members of Gin?sio Clube Portugu?s. 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.

Ключевые слова: Cox Regression, loyalty, retention, Satisfaction, Churn