EconPapers    
Economics at your fingertips  
 

RELATIONSHIP MARKETING - A CLIENT RELATIONSHIP LIFECYCLE PERSPECTIVE - THEORETICAL CONSIDERATIONS ON THE CLIENT REGAINING PHASE

Mihai Tichindelean ()

Revista Economica, 2015, vol. 67, issue 5, 116-124

Abstract: The purpose of this paper is to detail the relationship marketing theory by considering the client relationship lifecycle perspective, in general, and the regaining/dissolution phase, in particular. According to the specific literature, the last phase of a client-company relationship can either improve (re-winning or regaining phase) or end the relationship (dissolution phase). In this regard, the author presents the motives for which a client ends his relationship with the company and the means which the company can use in order to reduce the customer churn rate. Moreover, forms of the clients' complaining and revenge behaviour are described, as well as the companies' alternatives for managing them.

Keywords: relationship marketing; client relationship lifecycle; regaining phase; dissolution phase (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2015
References: View complete reference list from CitEc
Citations: Track citations by RSS feed

Downloads: (external link)
http://economice.ulbsibiu.ro/revista.economica/archive/67510tichindelean.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:blg:reveco:v:67:y:2015:i:5:p:116-124

Access Statistics for this article

More articles in Revista Economica from Lucian Blaga University of Sibiu, Faculty of Economic Sciences Lucian Blaga University of Sibiu, Faculty of Economic Sciences Dumbravii Avenue, No.17, postal code 550324, Sibiu, Romania. Contact information at EDIRC.
Bibliographic data for series maintained by Eduard Alexandru Stoica ().

 
Page updated 2020-11-24
Handle: RePEc:blg:reveco:v:67:y:2015:i:5:p:116-124