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

TICHINDELEAN Mihai , Lucian Blaga University of Sibiu

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

JEL Classification: M31

Volume: 67, Issue: 5

Pages: 116 - 124

Publication date: September, 2015

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/67510tichindelean.pdf

”Cite