Regaining "lost" customers : the predictive power of first-lifetime behavior, the reason for defection, and the nature of the win-back offer
V. Kumar, Yashoda Bhagwat, & Xi Alan Zhang
| Year of publication: |
2015
|
|---|---|
| Authors: | Kumar, V. ; Bhagwat, Yashoda ; Zhang, Xi Alan |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 79.2015, 4, p. 34-55
|
| Subject: | customer reacquisition | defection reason | win-back offer | second-lifetime duration | second-lifetime profitability | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Theorie | Theory |