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Journal of the Academy of Marketing Science

Erschienen in:

01.12.2007

How to get lost customers back?

A study of antecedents of relationship revival

verfasst von: Christian Homburg, Wayne D. Hoyer, Ruth Maria Stock

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 4/2007

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Abstract

Most research in the field of customer relationship management has focused on keeping existing customers. However, some companies also systematically address lost customers and try to revive these relationships. This facet of customer relationship management has been largely neglected by academic research. Our study provides a theoretical discussion and an empirical analysis of factors driving the success of relationship revival activities. Drawing on equity theory, we find that the customer’s perceived interactional, procedural, and distributive justice with respect to revival activities positively affect his or her revival-specific satisfaction which in turn, has a strong impact on revival performance. Furthermore, revival performance depends on customer characteristics (variety seeking, involvement, age), and the overall customer satisfaction with the relationship.

Nächster Artikel Structure in product line management: The role of formalization in service elimination decisions

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Focusing on a single company and its lost customers is consistent with the empirical approach taken by Thomas et al. (2004). Since there is evidence that only a small number of firms engage in systematic activities to recapture lost customers (Stauss and Friege 1999) there is probably no alternative to a single-company approach in the context of data collection. In addition, we made sure to select a time period for analysis where there were no major changes in the telecom provider’s service offerings.

Market research experts of the company familiar with customer’s response behavior to telephone surveys indicated that 10 min of duration for the telephone interviews was an absolute maximum and that average duration should be no more than 7 min. Having short interviews was particularly important for those interviewed previous customers who had not revived the relationship since some of them still had a fairly negative attitude towards the company.

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Titel: How to get lost customers back?
A study of antecedents of relationship revival
verfasst von: Christian Homburg
Wayne D. Hoyer
Ruth Maria Stock
Publikationsdatum: 01.12.2007
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 4/2007
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0031-7

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