The WOW factor: Creating value through win-back offers to reacquire lost customers
Abstract
Customer reacquisition provides firms with high financial and service improvement benefits. The implications of this research are meant to stimulate a new research stream towards a theory of customer reacquisition management as well as to provide service firms with a framework to regain defected customers. Through two studies, we develop an empirical model that identifies the factors driving win-back offer effectiveness. The findings indicate...
Paper Details
Title
The WOW factor: Creating value through win-back offers to reacquire lost customers
Published Date
Jan 1, 2007
Journal
Volume
83
Issue
1
Pages
47 - 64
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Notes
History