Construct · 1 fields · 1 citations

customer win-back: a standalone construct

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Marketing

efforts to re-acquire customers who have ended their relationship with a firm.

In marketing, customer win-back refers to efforts to re-acquire customers who have ended their relationship with a firm. This meaning comes from Thomas (2004) in Journal of Marketing Research.[1]

Unit
Recovery means
Measured by

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References

Thomas, J. S., Blattberg, R. C., & Fox, E. J. (2004). Recapturing Lost Customers. Journal of Marketing Research, 41(1), 31-45. https://doi.org/10.1509/jmkr.41.1.31.25086

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