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Orientador(es)
Resumo(s)
Nowadays, 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.
Descrição
Palavras-chave
Dissolution Reactivation Churn Winback Relationship marketing
Contexto Educativo
Citação
Lopes, Luísa; Brito, Carlos Henrique; Alves, Helena (2012) . Dissolução e reativação de relacionamentos cliente-empresa: estudo exploratório. In XXII Jornadas Luso-Espanholas de Gestão Científica. Vila Real