Customer engagement and the true value of a lost customer

Ruhnau, Robin-Christopher ; Harz, Nathalie

URL:	https://www.dropbox.com/sh/fcijar0b8mawxrp/AACr5tw...
Weitere URL:	https://www.emac-2019.org/proceedings/
Dokumenttyp:	Konferenzveröffentlichung
Erscheinungsjahr:	2019
Buchtitel:	48th EMAC Annual Conference : May 28-31, 2019, Universität Hamburg, Germany : Proceedings
Titel einer Zeitschrift oder einer Reihe:	Proceedings of the European Marketing Academy Conference, 2019
Seitenbereich:	486
Veranstaltungstitel:	48th EMAC Annual Conference
Veranstaltungsort:	Hamburg, Germany
Veranstaltungsdatum:	28.-31.5.2019
Ort der Veröffentlichung:	Hamburg
Verlag:	European Marketing Academy
ISBN:	978-3-9821146-0-6
Sprache der Veröffentlichung:	Englisch
Einrichtung:	Fakultät für Betriebswirtschaftslehre > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Fachgebiet:	650 Management
Freie Schlagwörter (Englisch):	customer engagement , customer reacquisition , engagement value
Abstract:	Customer engagement (CE) is an essential evolving theory to capture today’s well-connected and empowered customers. CE acknowledges that customers can both create and destroy firm value through a variety of behaviors without even making any purchases, e.g., by word of mouth. Specifically, this setting also applies to lost customers. Therefore, the authors introduce CE valuation to reacquisition management, aiming to answer the research question: what is the true value of a lost customer, beyond purchases? Employing a combination of field and laboratory experiments, the authors identify the most valuable customers in terms of engagement value and their likelihood of reacquisition. Therefore, the research provides valuable insights to the research areas of customer reacquisition and CE. For firms, the research provides guidelines for managing lost customers, resulting in higher success rates in reacquisition, lower defection rates, and improved accountability.