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Customer relationship reactivation in the telecommunications sector

dc.contributor.authorLopes, Luisa
dc.contributor.authorBrito, Carlos
dc.contributor.authorAlves, Helena
dc.date.accessioned2014-05-21T09:26:23Z
dc.date.available2014-05-21T09:26:23Z
dc.date.issued2013
dc.description.abstractOverall 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.por
dc.identifier.citationLopes, Luísa; Brito, Carlos; Alves, Helena (2013). Customer relationship reactivation in the telecommunications sector. In 3rd INBAM Conference. Lisboapor
dc.identifier.urihttp://hdl.handle.net/10198/9563
dc.language.isoengpor
dc.peerreviewedyespor
dc.publisherInternational Network of Business and Management Journalspor
dc.subjectRelationship reactivationpor
dc.subjectRecoverypor
dc.subjectWin-backpor
dc.subjectCustomer relationship managementpor
dc.titleCustomer relationship reactivation in the telecommunications sectorpor
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.conferencePlaceTechnical University of Lisbon (UTL), Lisbonpor
oaire.citation.titleProceedings of the 3rd INBAM Conferencepor
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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