Nowadays when users navigate in internet they find lots of types of communication scattered across diverse sites. Due to the lack of users’ interests in advertisements, primarily caused by not matching their preferences, today’s advertisements have a low rate of success. Recently, owing to semantic web generation, some companies started to use personalized marketing in communication as a way to turn the conversions around and thus increase customer retention and loyalty. As a matter of fact, the retention and loyalty stages on the internet are, on average, the least crafted of the whole cycle. The customers’ conception of one-to-one marketing is quite ambiguous as they conceive that they need to be more efficient while shopping online but at the same time they feel stalked due to privacy concerns, and oversaturated with non-valuable information. The purpose of this paper is to explore from a holistic view online personalized communication strategies and how they can be implemented in order to increase customer satisfaction thus retaining customers and, in the long-term, gaining their loyalty. The main communication areas the study treats ranges from onsite the online store, where the company wants to sell the product, to offsite advertisements in websites, social media platforms and via email. In the empirical section, the study carried out a quantitative online survey to investigate customers’ perception and complete it with the literature. To answer the research questions, the study identified 19 hypotheses comprising of all primary aspects that define the exploration. The result could be gold dust for e-shop managers to help them maximize the marketing communication factor using personalization. The authors identified potential improvements to motivate customers to register in the online shop, whether communication channels are suited to implementing the strategy or not, and possible aspects to adapt in order to obtain maximal benefits. There were some limitations in terms of an analysis of the companies’ point of view and the necessity to analyze every communication channel more in depth as the study is an initial step.

It is common practice for service providers, such as cell phone network providers, to utilise relationship marketing strategies in an effort to retain their customers and thereby to increase profitability. Customers with relationship intentions are willing to respond to such efforts while other customers will refrain. Service failures negatively impact relationship marketing efforts and thus complicate service providers’ relationship-building efforts. Therefore, service providers endeavour to restore customers’ post-recovery satisfaction and loyalty through service recovery efforts to retain their customers. However, the influence that customers’ relationship intentions have on this process has not been considered. Previous research on relationship intention in South Africa focussed only on developing a valid and reliable relationship intention measurement scale. For this reason, the primary objective of this study was to determine the influence of relationship intention on customer satisfaction, loyalty and retention following service recovery within the cellular industry. Supporting the primary objective, a model depicting the influence of respondents’ relationships intentions on satisfaction, loyalty and retention following service recovery was developed. Furthermore, a model depicting the interrelationships of the relationship constructive dimensions of the service recovery process uncovered during this study was also developed. Through non-probability convenience sampling of adults 18 years and older (residing in Johannesburg and the surrounding residential suburbs) who have used a cell phone network provider for three years or longer, 605 respondents completed interviewer-administered questionnaires. Demographic and patronage information, together with respondents’ relationship intentions, attitudes towards complaining, customers’ complaint behaviour, expectations of service recovery, perceived service recovery as well as satisfaction, loyalty and retention following service recovery, were obtained. Results indicated that no associations exist between respondents’ levels of relationship intention and their relationship lengths, as well as whether they had contractual agreements with their cell phone network providers. It is therefore recommended that instead of using relationship length or contractual agreements, cell phone network providers should use customers’ relationship intentions to identify customers for relationship marketing purposes. Findings from this study furthermore include that respondents’ relationship intentions influence their propensities to complain, as well as the likelihood that they will voice a complaint regarding dissatisfactory service delivery. It is therefore recommended that cell phone network providers use the opportunity to identify customers with relationship intentions through customers’ complaint behaviour. This study found that respondents’ relationship intentions influence both their expectations of cell phone network providers to take service recovery action, as well as their perceptions of service recovery. Respondents’ relationship intentions also positively influence their satisfaction, loyalty and retention following service recovery. Based on these findings, it is recommended that cell phone network providers should always take corrective action following service failures (such as billing errors in this study), preferably by including at least an acknowledgement, apology, explanation and rectification of the problem as part of the service recovery efforts. Such a combination of service recovery efforts will increase the satisfaction, loyalty and retention of customers with higher relationship intentions. From the results it can be concluded that customers’ relationship intentions influence their behaviour with regard to propensity to complain, voicing, expectations of service recovery action, perceptions of service recovery, as well as satisfaction, loyalty and retention following service recovery, when service failures occur. The proposed model developed from these findings results in the recommendation that cell phone network providers should view the service recovery process as an interrelated process influenced by customers’ relationship intentions. Cell phone network providers should note that customers with higher relationship intentions will attempt to salvage the relationship when service failures occur, which contributes to their satisfaction, loyalty and retention following service recovery. This study contributes to establishing relationship intention theory by confirming the positive influence of customers’ relationship intentions on constructive behaviour when service failures occur. Moreover, practical recommendations concerning cell phone network providers’ response to billing errors are proposed. Future research should address the methodological limitations of this study by using probability sampling, and data should be collected from all South African provinces. Real-time service failures should be considered as opposed to the scenario-based approach used in this study. Important influences on customer behaviour when service failures occur, such as the perceived severity of service failure, service failure type, perceived justice and attributions, should also be considered with regard to their influence on the constructs of this study. Lastly, the antecedents of or differences with regard to customers’ relationship intentions based on personality, generational cohort or population group deserve further attention to establish relationship intention as study field within the domain of relationship marketing. / PhD (Marketing Management), North-West University, Potchefstroom Campus, 2014.

Nas empresas prestadoras de serviços, a manutenção e a ampliação das trocas relacionais reforçam a retenção de clientes como sendo um diferencial perante a concorrência. Para as empresas se habilitarem a adotar estratégias de retenção de clientes, é fundamental que conheçam o processo pelo qual seu cliente passa nos encontros de serviços, identificando os diversos construtos que estimulam a conquista e a retenção de clientes. Para o desenvolvimento da pesquisa, foi realizado o desenvolvimento e a testagem de um Modelo Teórico contemplando os construtos Valor Percebido, Reputação do Provedor de Serviços, Confiança e Custos de Troca como determinantes da Retenção de Clientes, considerando suas respectivas hipóteses. Para tanto, foi realizado o levantamento teórico que aborda a Retenção de Clientes, bem como a compreensão e análise dos demais construtos que antecedem e que afetam estrategicamente a competitividade de um provedor de serviços. Posteriormente, foi efetuado um estudo quantitativo de caráter descritivo, por meio da implementação de uma survey. A análise dos resultados foi feita com base em estatísticas multivariadas, utilizando-se a Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o fenômeno em estudo. A amostra foi composta por 269 empresas-clientes dos planos de saúde coletivos empresariais da região de Caxias do Sul. Os resultados da pesquisa apontam que o Modelo Teórico Reespecificado apresentou índices de ajustes satisfatórios, considerando-se o seu ineditismo. Além disso, foi verificada a moderação do tempo de cliente, através da Regressão Hierárquica, sendo que esta não confirmou sua relação entre os custos de troca e a retenção de clientes. As contribuições de destaque são a comprovação que o valor percebido influencia positivamente a reputação do provedor de serviços; que a reputação do provedor de serviços impacta diretamente na confiança e nos custos de troca; que os custos de troca se configuram como determinates da retenção de clientes; e que a retenção de clientes é positivamente influenciada pela reputação no provedor de serviços em um contexto relacional. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-04-28T13:19:39Z No. of bitstreams: 1 Tese Luciene Eberle.pdf: 4832211 bytes, checksum: 6bf56e4c416976c44ab4cdb24d33a44f (MD5) / Made available in DSpace on 2014-04-28T13:19:39Z (GMT). No. of bitstreams: 1 Tese Luciene Eberle.pdf: 4832211 bytes, checksum: 6bf56e4c416976c44ab4cdb24d33a44f (MD5) / In service firms, the maintenance and expansion of relational exchanges strengthen customer retention as a differential among the competitors. In order to qualify companies to adopt strategies of customer retention, it is essential that they know the process by which their customer goes through in service encounters, identifying the various constructs that encourage achievement and customer retention. To develop this research, a Theoretical Model was developed and tested considering the following constructs: Perceived Value, Reputation of Service Provider, Reliability and Cost of Exchange, as antecedents of Customer Retention, considering their respective hypotheses. Posteriorly, it was conducted a descriptive study of the literature that makes an approach in Customer Retention, as well as the understanding and analysis of the constructs that precede and affect strategically the competitiveness of a service provider. Later, the study was continued using a descriptive quantitative research, by means of a survey. The analysis of the results was made using multivariate statistics, using the Structural Equation Modeling to observe and analyze the elements of the phenomenon under study. The sample consisted of 269 client companies of the business health plan groups in the region of Caxias do Sul. The results of the research show that the Theorical Re-Specified Model presented satisfactory values, yet considering being unedited. Furthermore, it was verified the moderation time of the clients, through Hierarchical Regression, and this did not confirmed the relationship between switching costs and customer retention. The most important contributions are related to the evidences that prove that the perceived value positively influences the reputation of the service provider; the reputation of the service provider direct impacton trust and cost changes; the costs of trade showed a huge positive influence on customer retention; furthermore, the customer retention is a relation that’s positively influenced by the service provider reputation, in a relational context.

The context of this study is Bangladesh`s food retailing sector. The main purpose of this study is to investigate the relationship between Customer Relationship Marketing (CRM) and customer retention. Since Independence in 1971, Bangladesh has made solid progress and made substantial improvements in its economy, with GDP growth of 5-6% consistently over the past decade. With the real economic growth coupled with rapid urbanisation, the country has witnessed a new form of organised retailing that started to emerge in early 2000. This organised retail format is undergoing a period of unprecedented expansion, something that is driving additional demand and as well as creating opportunities for further enterprise. There are clear signs of substantial and potential growth in future. The economic growth coupled with the growth of urbanisation, changes in demographic factors, increases in employment and income levels has had a profound influence on consumers shopping behaviour and hence, Customer Relationship Marketing. The core aim of Relationship Marketing is to build a long lasting mutually bonded relationships with customers and various other important stakeholders. The concept has attracted considerable attention among scholars in recent decades and has appeared in service marketing literature as a new marketing paradigm. The concept is considered to be critical to the success of any organisation as it has been an accepted phenomenon that maintains that existing customers are far easier to retain than is the process of acquiring new customers. In order to stay in business and cope with the challenging business dynamism, organisations are continuously searching for reliable and serviceable strategies to be employed in order to increase customer retention. However, there is a lack of an accepted level of consensus among researchers on the core antecedents of relationship marketing that can be used to achieve the above aims, especially while the concept is new in the context of organised retailing sectors in Bangladesh. In response, this thesis developed a conceptual framework of customer retention strategy to conduct an empirical investigation in one holistic model: (i) the relationships between relationship quality and customer retention; (ii) how bonds influences the relationship quality? As well as (iii) the effect of CRM on customer loyalty and retention. The model incorporates bonds, service quality and components of relational quality (Trust, commitment and satisfaction) into one relationship model to show the relationship between these five constructs and customer loyalty and finally the independent variable of customer retention. The model establishes eleven hypotheses to understand the relationships between various constructs. Furthermore, in order to understand the intensity of grocery food consumers loyalty, Oliver`s Four Stages loyalty model was used. A sample of 202 grocery food retail customers were selected in a random sample from four selected superstores located in Dhaka, the capital of Bangladesh. Data were collected via mail questionnaires. The questionnaires content validity was tested by conducting a pre-test of 50 households before conducting the final survey. The results support hypothesized relationships built on the model. Correlation analysis indicates that all the coefficient correlate significantly except commitment that shows the least strengths of the correlation coefficient. Nevertheless, correlations were statistically significant. Therefore, all eleven hypotheses are confirmed to some degree. The findings indicate that service quality, trust, bond and customer satisfactions are vital for creating positive customer loyalty which in turn creates customer retention. In regards to the intensity of four types of loyalty (cognitive, affective, co-native and action) results indicate that the intensity of cognitive loyalty was higher than affective loyalty, co-native and action loyalty. Co-native loyalty is also higher than action loyalty. This thesis provides evidence for the first time in Bangladesh of various linkages between bonds, service quality, relationship quality, loyalty and retention and hence, contributes to both theoretical and practical knowledge. The findings suggest that by employing adequate service quality provisions and bonds it is possible to enhance and build quality relationships between parties.

This paper presents a case study in a car dealership, located in Rio Grande do Sul, Brazil. We aimed to examine the strategic management of services and identify factors such as competitive advantage to customer loyalty in a car dealership. To achieve this goal it was necessary at first, perform a search of the literature on service quality and, subsequently, analyze the survey of satisfaction with sales and delivery of new vehicles and a satisfaction survey with technical assistance services, both performed by the manufacturer. Subsequently, we identified which of the perception of the utility in relation to the five dimensions of quality, both for satisfaction with sales, and for satisfaction with the service. Following, was built from the macro auto dealership, where they identified six business processes, being the most important business process of selling new cars. To obtain a deeper knowledge about the process of selling new cars, was made its mapping and prepared the flow chart of the same. Produced after the cycle of service, where we observed the moments of truth in the process of selling new cars. The mapping of subprocess in preparation for delivery of new vehicles is also part of this work, because it is a continuation of the sale, being considered the grand finale. To collect the data was used documents and unstructured interviews, applied to the sales team, which identified the problems that cause more stress and rush to the team before the time of delivery of the vehicle. From that we attempted to identify the possible causes, through the use of cause and effect diagram 4M, and possible solutions. This analysis allowed us to elaborate the plan of action 5W1H, and use the method Pokayoke, as a preventive way for the occurrence of faults. Customer loyalty is directly related to their satisfaction, since only very satisfied customers have earned their loyalty. One way to achieve this high level of satisfaction is through the quality of services rendered flawlessly, as well as the quality of care. / O presente trabalho apresenta um estudo de caso, em uma concessionária de automóveis, localizada no interior do Rio Grande do Sul, Brasil. Objetivou-se analisar a gestão estratégica de serviços e identificar fatores como diferencial competitivo para a fidelização de clientes, em uma concessionária de automóveis. Para atingir esse objetivo foi necessário, num primeiro momento, realizar uma pesquisa bibliográfica sobre qualidade em serviços, e, num segundo momento, analisar a pesquisa de satisfação com vendas e entrega de veículos novos e a pesquisa de satisfação com os serviços de assistência técnica, ambas realizadas pela montadora. Posteriormente, identificou-se qual a percepção dos clientes da concessionária em relação às cinco dimensões da qualidade, tanto para a satisfação com vendas, como para a satisfação com o serviço. Na sequência, foi construído o macroprocesso da concessionária de automóveis, onde estão identificados os seis processos de negócios, sendo o de maior relevância o processo de negócio de venda de veículos novos. Para obter um conhecimento mais aprofundado sobre o processo de venda de veículos novos, foi feito o seu mapeamento e elaborado o fluxograma do mesmo. Após elaborou-se o ciclo de serviço, onde foram observados os momentos da verdade do processo de venda de veículos novos. O mapeamento do subprocesso de preparação de entrega de veículos novos também faz parte deste trabalho, pois o mesmo é uma continuidade da venda, sendo considerado o grand finale. Para coletar os dados foram utilizados documentos e entrevistas não estruturadas, aplicadas à equipe de vendas, onde se identificou os problemas que causam mais estresse e correria para a equipe antes da hora da entrega do veículo. A partir daí buscou-se identificar as possíveis causas, através do uso do Diagrama de causa e efeito de 4M, e, as possíveis soluções. Esta análise permitiu elaborar o Plano de ação 5W1H, e utilizar o método Poka-yoke, como forma preventiva para a ocorrência das falhas. A fidelidade dos clientes está diretamente ligada à sua satisfação, uma vez que, somente clientes muito satisfeitos têm sua fidelidade conquistada. Uma das maneiras para se alcançar este elevado nível de satisfação é através da qualidade dos serviços prestados sem falhas, bem como, da qualidade no atendimento.

Nas empresas prestadoras de serviços, a manutenção e a ampliação das trocas relacionais reforçam a retenção de clientes como sendo um diferencial perante a concorrência. Para as empresas se habilitarem a adotar estratégias de retenção de clientes, é fundamental que conheçam o processo pelo qual seu cliente passa nos encontros de serviços, identificando os diversos construtos que estimulam a conquista e a retenção de clientes. Para o desenvolvimento da pesquisa, foi realizado o desenvolvimento e a testagem de um Modelo Teórico contemplando os construtos Valor Percebido, Reputação do Provedor de Serviços, Confiança e Custos de Troca como determinantes da Retenção de Clientes, considerando suas respectivas hipóteses. Para tanto, foi realizado o levantamento teórico que aborda a Retenção de Clientes, bem como a compreensão e análise dos demais construtos que antecedem e que afetam estrategicamente a competitividade de um provedor de serviços. Posteriormente, foi efetuado um estudo quantitativo de caráter descritivo, por meio da implementação de uma survey. A análise dos resultados foi feita com base em estatísticas multivariadas, utilizando-se a Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o fenômeno em estudo. A amostra foi composta por 269 empresas-clientes dos planos de saúde coletivos empresariais da região de Caxias do Sul. Os resultados da pesquisa apontam que o Modelo Teórico Reespecificado apresentou índices de ajustes satisfatórios, considerando-se o seu ineditismo. Além disso, foi verificada a moderação do tempo de cliente, através da Regressão Hierárquica, sendo que esta não confirmou sua relação entre os custos de troca e a retenção de clientes. As contribuições de destaque são a comprovação que o valor percebido influencia positivamente a reputação do provedor de serviços; que a reputação do provedor de serviços impacta diretamente na confiança e nos custos de troca; que os custos de troca se configuram como determinates da retenção de clientes; e que a retenção de clientes é positivamente influenciada pela reputação no provedor de serviços em um contexto relacional. / In service firms, the maintenance and expansion of relational exchanges strengthen customer retention as a differential among the competitors. In order to qualify companies to adopt strategies of customer retention, it is essential that they know the process by which their customer goes through in service encounters, identifying the various constructs that encourage achievement and customer retention. To develop this research, a Theoretical Model was developed and tested considering the following constructs: Perceived Value, Reputation of Service Provider, Reliability and Cost of Exchange, as antecedents of Customer Retention, considering their respective hypotheses. Posteriorly, it was conducted a descriptive study of the literature that makes an approach in Customer Retention, as well as the understanding and analysis of the constructs that precede and affect strategically the competitiveness of a service provider. Later, the study was continued using a descriptive quantitative research, by means of a survey. The analysis of the results was made using multivariate statistics, using the Structural Equation Modeling to observe and analyze the elements of the phenomenon under study. The sample consisted of 269 client companies of the business health plan groups in the region of Caxias do Sul. The results of the research show that the Theorical Re-Specified Model presented satisfactory values, yet considering being unedited. Furthermore, it was verified the moderation time of the clients, through Hierarchical Regression, and this did not confirmed the relationship between switching costs and customer retention. The most important contributions are related to the evidences that prove that the perceived value positively influences the reputation of the service provider; the reputation of the service provider direct impacton trust and cost changes; the costs of trade showed a huge positive influence on customer retention; furthermore, the customer retention is a relation that’s positively influenced by the service provider reputation, in a relational context.

[pt] O objetivo principal deste trabalho consiste em identificar, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm maior impacto na retenção de clientes no serviço de telefonia celular. Foi realizada uma pesquisa de campo com uma amostra de 123 usuários do serviço de telefonia celular prestado por operadoras no estado do Rio de Janeiro. Inicialmente são discutidos os conceitos de satisfação, lealdade e retenção de clientes acompanhados pela identificação dos principais atributos destes elementos no serviço de telefonia celular. Logo após é apresentado o modelo integrativo de Gerpott, Rams e Schindler (2001) que serviu de base para este trabalho. Depois é apresentada a metodologia utilizada nesta pesquisa seguida pelos resultados obtidos na pesquisa de campo. A análise dos dados confirma a existência de uma relação causal de dois estágios entre a satisfação, lealdade e retenção de clientes, na qual a satisfação é um atributo chave da lealdade que, por sua vez, é um determinante central da retenção de clientes. O estudo também identifica que o atendimento aos clientes, os benefícios pessoais que o serviço de telefonia celular oferecem, e a avaliação que os clientes fazem sobre os preços cobrados pelo serviço são, dentre um conjunto de atributos de satisfação, lealdade e retenção, os elementos que têm o maior impacto na retenção de clientes no serviço de telefonia celular. / [en] The purpose of this study is to identify, among a group of elements of customer satisfaction, loyalty and customer retention, the elements which have the greater impact over customer retention in the mobile telecommunications service. A field research was conducted with a sample of 123 users of the mobile telecommunications service in Rio de Janeiro. Initially the concepts of customer satisfaction, loyalty, and retention are discussed, followed by the identification of some of their elements in the mobile telecommunications service. Then Gerpotts, Rams and Schindlers (2001) integrative model, which is used as a basis for this study, is presented. Next, the methodology used in this research is explained, followed by the presentation of the results obtained in the field research. Data analysis supports the existence of a two- staged causal relationship between customer satisfaction, loyalty and retention, with satisfaction having a significant impact over loyalty which in turn influences customer retention. This research also identifies that customer care, the personal benefits derived from the use of the mobile telecommunications service, and the evaluation that clients make about the price of such service are, among a group of customers satisfaction, loyalty, and retention attributes, the elements which have the greater impact over customer retention in the mobile telecommunications service.

The thesis studies the topic of Business Intelligence applications specialized to enhance the analytical, planning and control capabilities of commercial banks in areas such as marketing, sales and customer care. The goal of the diploma work is to give a complex view on analytical CRM in the context of banking industry, to analyze the solution from different perspectives and to design functions, processes and data corresponding to a business model of commercial banking. The theoretical part of the work investigates the customer relationship management strategy, general principles of relationship marketing, current situation in the area of Customer Intelligence and keystones of IS/ICT applications which are applicable to implement the CRM strategy. The following chapters deal with the actual development in Czech banking industry, banking activities and IS/ICT application architecture in the context of banking industry. The main part of the work is focused on analysis and design of functions, processes and data of analytical CRM in the context of banking industry. The results of the analysis suggest implementing a propensity to buy model as an analytical CRM function applicable to manage customer acquisition and customer selection for direct marketing campaigns. Similarly, a function providing the probability of customer churn can be of great value for activities aimed at customer retention. The thesis contributes to the existing literature by designing input variables for propensity to buy modeling, customer retention modeling and customer segmentation. Additionally, the work introduces process models which define the main steps of data analysis and also the performance metrics for these processes. Finally, the part dedicated to data principles of analytical CRM contributes by designing key customer data aggregations and by analyzing different possibilities of data layer integration within the IS/ICT architecture of commercial banks.

Background- Today online subscription based information products are becoming all the more common. A lot of them are using a immediate reward to compensate the quality uncertainty customer's experience. Even though an immediate reward creates a lot of customer attraction, some services today struggle with customer retention. Purpose- The purpose of this study is to examine how timing of rewards and quality uncertainty affects the choice of products. Method- For this study, four different surveys were conducted all representing one condition each. The survey was distributed to a total of 120 industrial workers from two different companies. A deductive reasoning lay as foundation for the construction of surveys. Result- Our result shows that under specific circumstances an immediate-and-delayed reward is preferable over an immediate reward alone. Also, when it comes to customer retention, a immediate-and-delayed reward is better at retaining customers when quality uncertainty becomes a factor. Conclusion- If customers have a reward upcoming, it is less likely they switch to the uncertain service even if there are an immediate reward present for the competing service. If they are going to switch service and have to give up their upcoming reward, they demand a significantly better quality at the competing service. Delimitations- This study focuses on the effects of timing of reward and quality uncertainty when customers choose or switch to an online subscription based information product. The study isolates timing of reward and quality uncertainty as major drivers for affecting purchase behaviour. / Bakgrund- Idag blir abonnemangsbaserade informationsprodukter allt vanligare. Många av dem använder en omedelbar belöning för att kompensera för kundens kvalitetsosäkerhet. Trots att en omedelbar belöning skapar stor kundattraktion, klarar flertalet av tjänsterna idag inte av att behålla kunder i samma utsträckning. Syfte- Syftet med denna studie är att undersöka hur timing av belöningar och kvalitetsosäkerhet påverkar valet av produkter. Metod- För denna studie genomfördes fyra olika enkätundersökningar med olika villkor. Undersökningen distribuerades till totalt 120 industriarbetare från två olika företag. Ett deduktiv resonemang låg som grund för utformandet av enkäterna. Resultat- Vårt resultat visar att under specifika omständigheter skulle en omedelbar-ochuppskjuten belöning vara att föredra framför enbart en omedelbar belöning. När det gäller att bibehålla kunder är det emellertid en omedelbar-och-uppskjuten belöning som bättre bibehåller kunder om kvalitetsosäkerhet är en faktor. Slutsats- Om kunderna har en kommande belöning, är det mindre troligt att de byter till tjänsten med osäker kvalité även om det finns en omedelbar belöning hos den konkurrerande tjänsten. Om de dock ska byta tjänst och måste ge upp sin kommande belöning, kräver de en betydligt bättre kvalitet vid den konkurrerande tjänsten. Avgränsningar- Denna studie fokuserar på effekterna av timing av belöning och kvalitetsosäkerhet när kunder väljer eller byter till en abonnemangsbaserad informationsprodukt. Studien isolerar timing av belöningar och kvalitetsosäkerhet som viktiga faktorer som påverkar köpbeteendet.

A field experiment examines within a financial services firm the impact of a customer satisfaction survey-based intervention that enables front-line employees to identify and contact less-than satisfied customers (less than 9 on a 10-point scale) to proactively prevent potential customer defections. The impact is measured using operational data from 28,000 new customers and their associated defection behavior over a period of eight years. The experiment applies binomial Z-tests of proportions to assess the difference in defection rates of targeted and non-targeted customers before and after the intervention. The research finds that the use of closed loop satisfaction measurement reduces customer defections (by 40%, p>.001). Further, the research finds that the primary reduction is for non-targeted customers rather than for targeted customers, contrary to expectations. The research also provides additional support for the 'service recovery paradox' wherein customers who are less-than satisfied who are satisfactorily resolved have reduced defection rates compared to customers that are satisfied (by 47%, p=.016). The primary limitation of the research is its reliance on data from a single company. Another limitation is the potentially confounding impact of the Great Recession on defections during the study period, which could threaten the validity of the analysis. Consequently, additional tests were performed to control for this and other potentially confounding factors. These tests show that the Great Recession and the host company's cost cutting reactions did impact defections and therefore data from these periods were eliminated from the analyses. The primary theoretical contributions are the use of actual customer defections to measure the impacts and the use of a proactive rather than a reactive intervention. The contribution from a practitioner perspective is the relatively low cost of this intervention for improving customer retention.