The WOW factor: Creating value through win-back offers to reacquire lost customers

Journal of Retailing

Volumn 83, Issue 1, 2007, Pages 47-64

  Tokman, Mert ^a   Davis, Lenita M ^b   Lemon, Katherine N ^c  

^a JAMES MADISON UNIVERSITY   (United States)

^b UNIVERSITY OF ALABAMA   (United States)

^c BOSTON COLLEGE   (United States)

Author keywords

Customer reacquisition; Customer relationship management; Win back offer worth

Indexed keywords

EID: 33846328322     PISSN: 00224359     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jretai.2006.10.005     Document Type: Article

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