Publication
Lost and win-back customers: towards a theoretical framework of customer relationship reactivation
| dc.contributor.author | Lopes, Luisa | |
| dc.contributor.author | Brito, Carlos | |
| dc.contributor.author | Alves, Helena | |
| dc.date.accessioned | 2014-08-13T09:11:39Z | |
| dc.date.available | 2014-08-13T09:11:39Z | |
| dc.date.issued | 2012 | |
| dc.description.abstract | Research 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? | por |
| dc.identifier.citation | 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 | por |
| dc.identifier.uri | http://hdl.handle.net/10198/10133 | |
| dc.language.iso | por | por |
| dc.peerreviewed | yes | por |
| dc.title | Lost and win-back customers: towards a theoretical framework of customer relationship reactivation | por |
| dc.type | conference object | |
| dspace.entity.type | Publication | |
| oaire.citation.conferencePlace | Liubliana, Eslovénia | por |
| oaire.citation.title | 40th European Marketing Academy Conference - Poster Session | 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 |