Publication
Dissolução e reativação de relacionamentos cliente-empresa: estudo exploratório
| dc.contributor.author | Lopes, Luisa | |
| dc.contributor.author | Brito, Carlos | |
| dc.contributor.author | Alves, Helena | |
| dc.date.accessioned | 2014-08-19T11:08:16Z | |
| dc.date.available | 2014-08-19T11:08:16Z | |
| dc.date.issued | 2012 | |
| dc.description.abstract | 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. | por |
| dc.identifier.citation | 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 | por |
| dc.identifier.isbn | 978-989-704-063-4 | |
| dc.identifier.uri | http://hdl.handle.net/10198/10169 | |
| dc.language.iso | por | por |
| dc.peerreviewed | yes | por |
| dc.publisher | UTAD | por |
| dc.subject | Dissolution | por |
| dc.subject | Reactivation | por |
| dc.subject | Churn | por |
| dc.subject | Winback | por |
| dc.subject | Relationship marketing | por |
| dc.title | Dissolução e reativação de relacionamentos cliente-empresa: estudo exploratório | por |
| dc.type | conference object | |
| dspace.entity.type | Publication | |
| oaire.citation.conferencePlace | Universidade de Trás-os-Montes e Alto Douro, Vila Real | por |
| oaire.citation.endPage | 61 | por |
| oaire.citation.startPage | 60 | por |
| oaire.citation.title | XXII Jornadas Luso-Espanholas de Gestão Científica | por |
| person.familyName | Lopes | |
| person.givenName | Luisa | |
| person.identifier.ciencia-id | E41C-366E-BE9E | |
| person.identifier.orcid | 0000-0003-2039-0125 | |
| rcaap.rights | openAccess | por |
| rcaap.type | conferenceObject | por |
| relation.isAuthorOfPublication | 4410123f-7cc3-4a8d-a596-4a08d1d13b5b | |
| relation.isAuthorOfPublication.latestForDiscovery | 4410123f-7cc3-4a8d-a596-4a08d1d13b5b |