RELATIONSHIP MARKETING – A CLIENT RELATIONSHIP LIFECYCLE PERSPECTIVE – THEORETICAL CONSIDERATIONS ON THE CLIENT ACQUISITION AND RETENTION PHASE

ȚICHINDELEAN Mihai, Lucian Blaga University of Sibiu

Abstract:
The purpose of this paper is to review conceptually the first two phases of the client relationship lifecycle. In this regard, the author has structured the paper in two parts, the first one describing the client acquisition phase, and the second one the client retention phase. Thus, the client acquisition phase describes the actions undertaken by both the client and the company for starting an exchange relationship. Client retention is defined by using different theoretical surrogates (e.g. loyalty, rebuying behaviour), and determinants (e.g. satisfaction, social effects, anticipated regret of future use). Moreover, the dynamic character of this phase is taken in consideration by presenting the specific phases of the client-company relationship in accordance with the exchange and relationship marketing theories.

Keywords: relationship marketing, client relationship lifecycle, acquisition phase, retention phase

JEL Classification: M31

Volume: 67, Issue: 2

Pages: 161 - 175

Publication date: , 2015

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/67212tichidelean.pdf

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