Search results for " retention phase"

RELATIONSHIP MARKETING - A CLIENT RELATIONSHIP LIFECYCLE PERSPECTIVE - THEORETICAL CONSIDERATIONS ON THE CLIENT ACQUISITION AND RETENTION PHASE

2015

The purpose of this paper is to review conceptually the first two phases of the client relationship lifecycle. In this regard, the author has structured the paper in two parts, the first one describing the client acquisition phase, and the second one the client retention phase. Thus, the client acquisition phase describes the actions undertaken by both the client and the company for starting an exchange relationship. Client retention is defined by using different theoretical surrogates (e.g. loyalty, rebuying behaviour), and determinants (e.g. satisfaction, social effects, anticipated regret of future use). Moreover, the dynamic character of this phase is taken in consideration by presentin…