The WOW factor: Creating value through win-back offers to reacquire lost customers

摘要: Abstract Customer reacquisition provides firms with high financial and service improvement benefits. The implications of this research are meant to stimulate a new stream towards theory customer management as well provide framework regain defected customers. Through two studies, we develop an empirical model that identifies the factors driving win-back offer effectiveness. findings indicate that, in order for offers be effective, providers must consider customer's reasons leaving their relationships current provider. Value determinants (price benefits provided offer), social capital importance play prominent role shaping switch-back intentions regardless level previous satisfaction, regret, or delight