Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2020 Annual Conference


Win-Back Success beyond Purchases: The True Value of a Lost Customer
(A2020-62543)

Published: May 27, 2020

AUTHORS

Robin-Christopher Ruhnau, University of Mannheim; Nathalie Harz, University of Mannheim

KEYWORDS

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.