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Publication
Customer relationship reactivation in the telecommunications sector
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Advisor(s)
Abstract(s)
Overall 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.
Description
Keywords
Relationship reactivation Recovery Win-back Customer relationship management
Citation
Lopes, Luísa; Brito, Carlos; Alves, Helena (2013). Customer relationship reactivation in the telecommunications sector. In 3rd INBAM Conference. Lisboa
Publisher
International Network of Business and Management Journals