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- W2890816964 abstract "Successfully convincing a defected customer to switch back is the strategic second half of CRM. Global firms need to know the interplay of culture in customers' switch back decisions. This study proposes a triadic model for customer reacquisition in the service sector and applies the model to compare Chinese and American consumers in their respective decision-making processes. The results show that the economic incentive is the most important determinant for both samples. Cultural differences suggest that a worthy win-back offer for Chinese customers should incorporate special treatments/favors to promote social/relational value, while for American customers, it should elicit post-switching regret." @default.
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- W2890816964 date "2012-01-01" @default.
- W2890816964 modified "2023-09-26" @default.
- W2890816964 title "Considering Culture to Win Back Lost Customers: Comparing Chinese and American Consumers" @default.
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