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Advisor(s)
Abstract(s)
The aim of this study is to explore dynamics of customer relationships in the
posdissolution phase. The specific challenges with which companies with high levels
of churn and competitive pressure are faced are addressed. Focusing relationships
between the service provider and its individual customers, a theoretical framework
of Customer Relationship Reactivation (CRR) is proposed based on ending literature
and equity theory. A mixed methodology is used with an exploratory firms survey, a
case study and in depth interviews. We believe it is possible to apply the theoretical
framework in companies delivering a mix of goods and services. We describe and
illustrate the value of the framework which includes key determinants such as
customer characteristics, relationship characteristics, cognitive factors, emotional
factors, reasons for switching and reactivation barriers.
Description
Keywords
Relationship reactivation Win-back Switching Customer relationships Relationship marketing Exploratory survey
Citation
Lopes, Luísa; Brito, Carlos; Alves, Helena (2012). Lost and win-back customers: towards a theoretical framework of Customer Relationship Reactivation. In 41st EMAC Conference. Lisboa