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Dissolução e reativação de relacionamentos cliente-empresa: estudo exploratório

dc.contributor.authorLopes, Luisa
dc.contributor.authorBrito, Carlos
dc.contributor.authorAlves, Helena
dc.date.accessioned2014-08-19T11:08:16Z
dc.date.available2014-08-19T11:08:16Z
dc.date.issued2012
dc.description.abstractNowadays, 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.citationLopes, 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 Realpor
dc.identifier.isbn978-989-704-063-4
dc.identifier.urihttp://hdl.handle.net/10198/10169
dc.language.isoporpor
dc.peerreviewedyespor
dc.publisherUTADpor
dc.subjectDissolutionpor
dc.subjectReactivationpor
dc.subjectChurnpor
dc.subjectWinbackpor
dc.subjectRelationship marketingpor
dc.titleDissolução e reativação de relacionamentos cliente-empresa: estudo exploratóriopor
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceUniversidade de Trás-os-Montes e Alto Douro, Vila Realpor
oaire.citation.endPage61por
oaire.citation.startPage60por
oaire.citation.titleXXII Jornadas Luso-Espanholas de Gestão Científicapor
person.familyNameLopes
person.givenNameLuisa
person.identifier.ciencia-idE41C-366E-BE9E
person.identifier.orcid0000-0003-2039-0125
rcaap.rightsopenAccesspor
rcaap.typeconferenceObjectpor
relation.isAuthorOfPublication4410123f-7cc3-4a8d-a596-4a08d1d13b5b
relation.isAuthorOfPublication.latestForDiscovery4410123f-7cc3-4a8d-a596-4a08d1d13b5b

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