Win-back success beyond purchases: The true value of a lost customer

Ruhnau, Robin-Christopher ; Harz, Nathalie

URL:	http://proceedings.emac-online.org/index.cfm?abstr...
Weitere URL:	http://proceedings.emac-online.org/index.cfm?event...
Dokumenttyp:	Konferenzveröffentlichung
Erscheinungsjahr:	2020
Buchtitel:	49th EMAC Annual Conference: May 26 - 29, 2020, Corvinus University Budapest : Proceedings
Seitenbereich:	A2020-62543
Veranstaltungstitel:	49th EMAC Annual Conference 2020 (conference canceled)
Veranstaltungsort:	Budapest, Hungary
Veranstaltungsdatum:	canceled
Ort der Veröffentlichung:	Budapest
Verlag:	European Marketing Academy
ISSN:	2709-1589
Sprache der Veröffentlichung:	Englisch
Einrichtung:	Fakultät für Betriebswirtschaftslehre > Business-to-Business Marketing, Sales & Pricing (Homburg 1998-)
Fachgebiet:	650 Management
Freie Schlagwörter (Englisch):	win-back ; engagement ; CEV
Abstract:	Customer win-back aims to create value for the firm by reacquiring profitable customers. However, looking beyond purchases is yet incidental in win-back management. Contrarily, customer engagement value (CEV) embraces that customers can create value in many ways, even without purchasing, e.g, by referring other customers. With two experiments, the authors integrate CEV with win-back management. Results show that CEV depends on a variety of factors, as the win-back offer made and the defection reasons. While the results illustrate that firms have a substantial impact on CEV, this impact is not equal in contractual versus non-contractual relationships. Without a contract, CEV is independent of win-back success in terms of purchases, implying that a merely purchase-based view is misleading. Instead, lost customers are more than just lost revenue: the success of win-back campaigns should incorporate non-transactional aspects of CEV to adequately capture the true value of a lost customer.