Preventing customer defection and stimulating return of the lost customers

• Published in: Marketing (Beograd) Vol. 44; no. 4; pp. 333 - 342
• Main Authors: Senic, Radoslav, Senic, Vladimir
• Format: Journal Article
• Language: English
• Published: Srpsko udruženje za marketing 2013
• Subjects: customer defection; customer relationship management; returning of lost customers
• ISSN: 0354-3471; 2334-8364
• DOI: 10.5937/markt1304333S

Customers represent company's most valuable asset. Company can assure its survival, further growth and development by retaining existing, attracting new and returning lost customers. Retaining existing, loyal customers is the most profitable business activity, attracting new ones is the most expensive, while returning lost and frequently forgotten customers is a type of business activity that still generates modest interest among researchers and practitioners. So far, marketing strategies have been mainly directed towards the first two categories of customers. The objective of this paper is dedicated to customer defection and returning lost customers. Paper discusses customer relationship life-cycle and the significance of managing customer return within it, types of customer defections, the process of managing return, as well as, the reasons that led to customer defection.