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Lost and win-back customers: towards a theoretical framework of customer relationship reactivation
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Orientador(es)
Resumo(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.
Descrição
Palavras-chave
Relationship reactivation Win-back Switching Customer relationships Relationship marketing Exploratory survey and case study
Contexto Educativo
Citação
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. ISBN 978-989-732-004-0