Browsing by Author "Alves, Helena"
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- Customer relationship reactivation in the telecommunications sectorPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaOverall there has been a scarce focus on why customers come back after the relationship ended, when customer regain and win-back are an important part of a customer relationship management strategy. Determinants of customer relationship reactivation are addressed. A theoretical framework is proposed based on ending literature and equity theory. A case study, of a telecommunications company delivering a mix of goods and services, is described in order to illustrate the value of the framework. It includes interviews in the marketing and customer service departments and with customers. Telecommunications explore reactivation possibilities mostly on the relationship’s rupture phase and with a retention focus. The most relevant reactivation determinants are considered to be customer characteristics (as age, involvement and variety seeking), cognitive factors (as offer’s value, procedures and satisfaction), reasons to switch and alternatives. The contribution of this empirical study is to advance knowledge about antecedents (as inertia, emotional factors and relationship characteristics) of successful reactivation.
- Dissolução e reativação de relacionamentos cliente-empresa: estudo exploratórioPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaNowadays, markets in general present increased competition along with decreased customer loyalty. This means that firms' success depends not only on acquisition and retention of customers, but also on avoiding and managing defection and wining back lost customers. The aim of this study is to explore dynamics of customer relationships in the pas-dissolution phase. In particular, this paper addresses customer-firm relationships and, through a literature review, in B2B and B2C contexts, and a survey made among the Portuguese biggest firms, intends to diagnose the level of definition and implementation of dissolution and reactivation activities. Results are presented about contexts of high churn and win-back, reasons for defection and levels of implementation of both activities. Results suggest that most firms don't have worrying levels of churn in such a way that they define and implement those activities on an irregular and inconsistent base.
- Dissolução e reativação de relacionamentos cliente-empresa: estudo exploratórioPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaOs mercados apresentam hoje em dia elevados níveis de competição que, com frequência, dão origem a menores índices de lealdade por parte dos clientes. Isto significa que o sucesso empresarial depende não só da atração e retenção de clientes, mas também da prevenção e gestão do abandono (churn) e da recuperação de clientes perdidos (win-back). Este estudo tem por objetivo explorar a dinâmica dos relacionamentos com o cliente na fase pós-dissolução. Com base numa revisão de literatura, em contextos business-to-business (B2B) e business-to-consumer (B2C), e num inquérito por questionário aplicado entre as maiores empresas portuguesas, procura-se diagnosticar o grau de definição e implementação das atividades de gestão da dissolução e de reativação de relacionamentos. São apresentados resultados em termos de contextos de maior churn e win-back, motivos de abandono e níveis de implementação das duas atividades. Um dos principais contributos da investigação prende-se com a conclusão de que a maioria das empresas estudadas, apesar de não possuir níveis alarmantes de churn, define sistemas e implementa-os de forma pouco regular e consistente.
- Is dissolution the solution? A customer relationship reactivation modelPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaDissolution and reactivation of relationships represent the main focus of this research. Dissolution provides the context while reactivation is the explored highly complex and multifactorial phenomenon. The purpose of this study is to identify and explore the factors that lead a lost customer to accept the reactivation of the relationship. The achievement of this purpose gives a contribution not only to the scientific community but also to the economic actors that engage the option of recovering lost customers, who express an intention to abandon.
- Lost and win-back customers: towards a theoretical framework of customer relationship reactivationPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaThe 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.
- Lost and win-back customers: towards a theoretical framework of customer relationship reactivationPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaThe 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.
- Lost and win-back customers: towards a theoretical framework of customer relationship reactivationPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaResearch has shown that there is a negative correlation between the number of "lost customers" and business income. Stauss and Friege (1999) have found that the net return on investment from a new customer is 23% compared to a 214% return on investment from the reinstatement of a customer who has defected. Customer win-back is an important part of a customer relationship management strategy and focuses on the re-initiation and management of relationships with customers that have lapsed or defected from a firm (Thomas, Blattberg, and Fox, 2004). This study presents an ongoing doctoral research and is mainly conceptual in nature. It develops a theoretical framework of Customer Relationship Reactivation in B2C services and is interested in a dual analysis relating relationship dissolution and reactivation in B2C services. The research questions are: •Why do some ended relationships reactivate? • How does the process of reactivation develop in B2C services?
- Lost customers: determinants and process of relationship dissolutionPublication . Lopes, Luisa; Alves, Helena; Brito, CarlosRelationship dynamics and relationship ending have received increased attention by marketing researchers over the last years. The success of businesses depends not only on the acquisition and retention of customers, but also on avoiding their defection. Furthermore, there is a lack of research in the services literature focusing on the decline and ending of customer relationships. By knowing more about the nature, elements, stages and factors involved in the dissolution process it will be easier to prevent churn or regain lost customers. This research presents a literature review about what contributes to and influences this process (switching determinants) suggesting the most and less relevant determinants, according to ample and updated research. This review also provides some preliminary ideas about the process of relationship dissolution that is proposed on the end of the paper.
- Reactivation of relationships with customers in the case of telecommunications: a qualitative studyPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaOverall there has been a scarce focus on why customers come back after the relationship ended when customer regain and win-back are an important part of a customer relationship management strategy. Determinants of customer relationship reactivation are addressed based on ending literature and equity theory. A case study, of a telecommunications company delivering a mix of goods and services, is described and includes a total of 40 interviews in the marketing and customer service departments and with customers. Telecommunications explore reactivation possibilities mostly on the relationship’s rupture phase and with a retention focus. The most relevant reactivation determinants are considered to be customer characteristics (as age, involvement, and variety seeking), cognitive factors (as offer’s value, procedures, and satisfaction), reasons to switch and alternatives. The contribution of this empirical study is to advance knowledge about antecedents
- Towards a model of reactivation of relationships with customersPublication . Lopes, Luisa; Brito, Carlos; Alves, HelenaThe threat of churn or defection is a growing concern of consumer-oriented businesses. Customers who remain with a business, whether through retention or by defection and subsequent reacquisition contribute to revenue, to reduce costs by being less expensive, to reduce the costs of attracting new customers and to decrease the uncertainty of exchange through the experience accumulated during the former relationship. Yet, there has been a scarce focus on why customers come back after the relationship ended. The existing research studied value determinants of the regain offer and price strategies and did not relate them to the process of dissolution and only a few studies have focused the key drivers of reactivation success. This research aims to investigate ended relationships focusing the question: Why do some ended relationships reactivate? Determinants of a successful customer relationship reactivation are addressed. A theoretical framework is proposed based on ending literature and equity theory and a case study of a telecommunications company is described in order to illustrate the framework. It includes interviews in the marketing and customer service departments and with customers. The most relevant reactivation antecedents are considered to be customer characteristics (as age, involvement and variety seeking), cognitive factors (as offer’s value, procedures and satisfaction), reasons to switch and alternatives. The contribution of this empirical study is to advance knowledge about determinants (as inertia, emotional factors and relationship characteristics) of successful reactivation strategies. The framework has proven to be useful in suggesting approaches to customer relationship reactivation.