Preventing Customer Defection and Stimulating Return of the Lost Customers
Sprečavanje odlaska postojećih i pospešivanje povratka izgubljenih kupaca
Abstract
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 lifecycle 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.
Apstrakt
Kupci su najvrednija imovina preduzeća. Svoj opstanak, dalji rast i razvoj, preduzeće može obezbediti zadržavanjem postojećih, privlačenjem novih i povratkom izgubljenih kupaca. Zadržavanje postojećih, lojalnih kupaca je najunosniji posao, privlačenje novih kupaca je najskuplji posao, a povratak izgubljenih i često zaboravljenih kupaca je posao kome istraživači i praktičari još uvek poklanjaju malo pažnje. Strategije marketinga su se do sada uglavnom usmeravale na prve dve kategorije kupaca. Predmet istraživanja u ovom radu je upravo odlazak postojećih i povratak izgubljenih kupaca. Razmatra se životni ciklus odnosa sa kupcima i mesto upravljanja povratkom kupaca u njemu, tipovi odlaska kupaca, sam proces upravljanja povratkom i razlozi zbog kojih su kupci napustili preduzeće.
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