Einflussgrößen des Kundenrückgewinnungserfolgs : Theoretische Betrachtung und empirische Befunde im Dienstleistungsbereich

Homburg, Christian ; Sieben, Frank G. ; Stock-Homburg, Ruth

W061_Einflussgr+Â+ƒen des Kundenr++ckgewinnungserfolgs.pdf - Published

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URL: https://ub-madoc.bib.uni-mannheim.de/42503
URN: urn:nbn:de:bsz:180-madoc-425035
Document Type: Working paper
Year of publication: 2003
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W061
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: German
Institution: Business School > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Subject: 330 Economics
Abstract: While customer satisfaction and customer loyalty have attracted a lot of attention in the academic literature, customer recovery has been largely neglected. However, there is some evidence in business practice that customer recovery activities can be highly beneficial and profitable. Against this background, this study focuses on the conceptualization of antecedents of customer recovery success based on equity theory. Hypotheses are tested among private customers of a telecommunication company. Results indicate the relevance of three characteristics of customer recovery activities: quality of the recovery offer, quality of the recovery process, and quality of the recovery interaction. Furthermore, customer characteristics and characteristics of the business relationship could be shown as important drivers of customer recovery success.

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