Cet article étudie la présence des effets de génération dans le risque de défection des clients. Nous proposons d'identifier les effets de génération à travers un modèle de survie à temps discret avec effets mixtes (modèles multi-niveaux) afin de contourner les problèmes d'identification et de colinéarité souvent rencontrés dans les études Âges-Périodes-Cohortes. Nous l'appliquons aux données d'une compagnie d'assurances. Les résultats montrent qu'indépendamment des effets d'âge et de période, l'appartenance à une génération influence significativement la probabilité de rompre la relation entre un client et une compagnie d'assurances. De plus, à âge égal, un client qui appartient à une jeune génération rompra plus vite sa relation avec l'entreprise qu'un client d'une génération plus ancienne. Nous avons également constaté que la double hypothèse de la socialisation et de la pénurie est moins pertinente lorsque les coûts de sortie sont élevés. Enfin, il n'y a pas d'effets de calendrier ou de date dans la fidélité des clients. Les changements observés sont liés à L'âge des clients, leur génération, le cycle de vie de la relation ainsi qu'à nos différentes variables de contrôle.
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