Original paper
Customer win-back: the role of attributions and perceptions in customers’ willingness to return
Volume: 44, Issue: 2, Pages: 218 - 240
Published: Jun 16, 2015
Abstract
Interest in customer reacquisition has increased as firms embrace the concept of customer relationship management. Using survey and transactional data from defected subscribers of a publishing company, we investigate how defected customers evaluate their propensity to return to the company prior to any win-back offer. We introduce a new variable for relationship marketing, general willingness to return (GWR), and show that it is strongly and...
Paper Details
Title
Customer win-back: the role of attributions and perceptions in customers’ willingness to return
Published Date
Jun 16, 2015
Volume
44
Issue
2
Pages
218 - 240
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Notes
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