The DOI matches its Crossref record; 13 of the 13 references it cites were found in a registry or an index.
Recapturing Lost Customers
Abstract
For both academics and practitioners, the dominant focus of customer relationship management has been customer retention. The authors assert that customer winback should also be an important part of a customer relationship management strategy. Customer winback focuses on the reinitiation and management of relationships with customers who have lapsed or defected from a firm. In some cases, firms engage in extensive efforts to reacquire lapsed customers or defectors, and a common tactic is lowering the price to reacquire a customer. This investigation goes beyond the reacquisition pricing strategy and also examines the optimal pricing strategy when the customer has decided to reinitiate the relationship. By simultaneously modeling reacquisition and duration of the second tenure with the firm, the authors determine that the optimal pricing strategy for their application involves a low reacquisition price and higher prices when customers have been reacquired. In addition to pricing strategy, they also discuss the implications of their findings for targeting lapsed customers for reacquisition.
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Cites
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Implications of Loyalty Program Membership and Service Experiences for Customer Retention and Value
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Cited by
Creating Enduring Customer Value
Kumar, V., & Reinartz, W. (2016) · Journal of Marketing · doi:10.1509/jm.15.0414 · Cited by 829
Managing Marketing Communications with Multichannel Customers
Thomas, J. S., & Sullivan, U. Y. (2005) · Journal of Marketing · doi:10.1509/jmkg.2005.69.4.239 · Cited by 286
Self-citationBecker, J. U., Greve, G., & Albers, S. (2009) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2009.03.006 · Cited by 273
In Pursuit of Enhanced Customer Retention Management: Review, Key Issues, and Future Directions
Ascarza, E., Neslin, S. A., Netzer, O., Anderson, Z., Fader, P. S., Gupta, S., Hardie, B. G. S., Lemmens, A., Libai, B., Neal, D., et al. (2018) · Customer Needs and Solutions · doi:10.1007/s40547-017-0080-0 · Cited by 190
Saradhi, V. V., & Palshikar, G. K. (2011) · Expert Systems with Applications · doi:10.1016/j.eswa.2010.07.134 · Cited by 188
Metadata
- Authors
- Thomas, J. S., Blattberg, R. C., & Fox, E. J.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 2004-02
- Volume
- 41
- Issue
- 1
- Pages
- 31-45
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W2018100551
- Cited by
- 243
- References
- 13
- FWCI
- 40.55
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
