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.
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