How to get lost customers back? : a study of antecedents of relationship revival

Research German OPEN
Homburg, Christian ; Hoyer, Wayne D. ; Stock-Homburg, Ruth (2006)
  • Publisher: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
  • Subject: 330 Wirtschaft
    acm: ComputerSystemsOrganization_PROCESSORARCHITECTURES | Hardware_MEMORYSTRUCTURES

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 b... View more
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