Thesis (M.S.C.I.T.)--Regis University, Denver, Colo., 2006. / Title from PDF title page (viewed on May 25, 2006). Includes bibliographical references.

Thesis (M.S.)--University of Memphis, 2002. / Includes bibliographical references (leaves 69-76).

Thesis (Ph.D.)--McMaster University, 2005. / Advisor: Norman P. Archer. Includes bibliographical references (p. 180-197). Also available via World Wide Web.

Η παρούσα διπλωματική εργασία επιχειρεί να μελετήσει την διαδικασία της επαναπροσέλκυσης, ανάκτησης χαμένων πελατών από τις επιχειρήσεις. Η επαναπροσέλκυση έχει την έννοια της εκ νέου οικοδόμησης της σχέσης με τον πελάτη που έχει διακόψει οριστικά την συνεργασία του με την επιχείρηση. Η επαναπροσέλκυση πελατών είναι ένα στοιχείο κλειδί για την στρατηγική CRM που συνεπάγεται πολλά και σημαντικά οφέλη για την επιχείρηση. Με την κατάλληλη στρατηγική επαναπροσέλκυσης πελατών, η επιχείρηση αναγνωρίζει τα λάθη της και μαθαίνει τους λόγους για τους οποίους ο πελάτης σταμάτησε την συνεργασία του μαζί της. Μέσα από αυτή τη διαδικασία έχει τη δυνατότητα να βελτιώσει τις παρεχόμενες υπηρεσίες ή προϊόντα, την επικοινωνία με τους πελάτες της αλλά και να δημιουργήσει νέα προϊόντα-υπηρεσίες προσαρμοσμένα στις πραγματικές ανάγκες των πελατών της. Με αυτόν τον τρόπο δεν αποκαθιστά απλά την σχέση της μαζί τους, αλλά δημιουργεί πιο γερές συνεργασίες με πελάτες αφοσιωμένους και πιστούς. Με την έρευνά μας επιχειρούμε να καλύψουμε μερικώς το κενό που υπάρχει στην βιβλιογραφία για το τι γίνεται σε μια επιχείρηση μετά την διακοπή της συνεργασίας με τον πελάτη. Οι έρευνες που έχουν γίνει πάνω στο θέμα αυτό είναι λίγες σε αριθμό, χωρίς ποιοτική έρευνα σαν την δική μας. Σκοπός της έρευνας είναι ο εντοπισμός των παραγόντων που οδηγούν μια επιχείρηση-πελάτη να διακόψει τη συνεργασία με μια επιχείρηση πάροχο-προμηθευτή και ο καθορισμός των παραγόντων που επηρεάζουν την επιχείρηση-πελάτη ώστε να επιστρέψει σε μια συνεργασία με μια επιχείρηση προμηθευτή-πάροχο που έχει διακόψει στο παρελθόν. Τα αποτελέσματα της έρευνας θα μας δώσουν μια εικόνα για τις κινήσεις που πρέπει να κάνει μια εταιρία πάροχος-προμηθευτής ώστε να μπορέσει να επαναπροσελκύσει «χαμένους» πελάτες. Για τον σκοπό αυτό πραγματοποιήθηκε κατόπιν της βιβλιογραφικής επισκόπησης, εμπειρική-ποσοτική έρευνα ανάμεσα σε επιχειρήσεις που χρησιμοποιούν προϊόντα-υπηρεσίες που παρέχονται από άλλες εταιρίες παρόχους-προμηθευτές. Τα πρωτογενή στοιχεία αντλήθηκαν με τη συμπλήρωση 150 δομημένων ερωτηματολογίων, αποτελούμενων από συνολικά 27 ερωτήσεις το καθένα. Τη συλλογή των δεδομένων ακολούθησε η επεξεργασία τους με τη χρήση του στατιστικού πακέτου SPSS. Πιο συγκεκριμένα προχωρήσαμε σε ποιοτική, παραγοντική ανάλυση, συσχετίσεις, ανάλυση διακρίνουσας, crosstabs, t-test και anova. 8 Η ανάλυση των αποτελεσμάτων έδειξε ότι η επαναπροσέλκυση χαμένων πελατών επηρεάζεται θετικά από την βελτίωση της συνολικής αξίας των παρεχόμενων προϊόντων – υπηρεσιών της επιχείρησης ενός συνδυασμού δηλαδή καλύτερης τιμής, βελτιωμένης ποιότητας παρεχόμενων υπηρεσιών και βελτιωμένης εξυπηρέτησης. Αντίθετα δεν επηρεάζεται από ανάκτηση της εμπιστοσύνης προς την εταιρία πάροχο-προμηθευτή και την βελτίωση στην ευελιξία της. Επίσης από την έρευνα μας προκύπτει ότι η επαναπροσέλυση έχει εν μέρει σχέση με την συστηματική προσπάθεια που γίνεται από την επιχείρηση να ανακτήσει τους χαμένους πελάτες της. Σε κάθε περίπτωση θα πρέπει στο μέλλον να συνεχιστεί η ερευνητική προσπάθεια προκείμενου να διερευνηθεί ο τρόπος που θα πρέπει να κινηθούν οι επιχειρήσεις που θέλουν να ξανακερδίσουν τους χαμένους τους πελάτες. / The present assignment investigates on the process of re-attracting and recovering customers on behalf of a company. Customer WinBack includes the reconstructing of the relationship with the customer, who has definitely ended his collaboration with the company. Reattracting customers is a key point in the CRM strategy and results in multiple significant benefits for the company. By following the adequate WinBack strategy, each organization recognizes its mistakes and becomes aware of the reasons why the customer concluded the collaboration. Through this process, it is capable to improve the provided services or products, the communication with the customers and to generate new products or services adjusted to the real needs of the clients. In this way, the company not only restores the relationship with the customers, but also creates stronger collaborations with devoted customers. The below research attempts to cover the gap in the bibliography regarding the actions taken after discontinuing the cooperation with the customer. The already conducted researches on the particular issue are few in number, without proceeding in qualitative analysis, as presented below. The scope of the research is to track the factors leading a client-company to intercept the collaboration with a provider-company and to define the factors affecting a company-client to return on a discontinued collaboration with a provider-company. The results of the research will provide a clear picture of the actions need to be taken by a provider-company so as to reattract dissatisfied customers. For the particular reason, following a bibliographic review, a quantitative survey among companies exploiting products or services originating by provider-companies. The primary data were collected by filling 150 structured quaternaries, consisting of 27 questions in total. After collection, the data were processed using the statistic software SPSS. In particular, the conducted processes were quantitative and qualitative analysis, correlation, discriminant analysis, crosstabs, t-test and anova analysis. The result exploitation revealed that the WinBack of dissatisfied customers is positively affected by the improvement of the total value of the provided products-services of the company, meaning a combination of lower price, advanced quality and improved service. On the contrary, it is not affected by the recovering of trust towards the provider-company and the higher flexibility. Moreover, the below research shows that the re-attraction is partially 10 connected to the systematic effort on investigating the way the companies should act in terms of winning back their former customers. Κεφάλαιο 1 Θεωρητικό πλαίσιο

Aim: The aim of this study is to investigate the sport consumers´ attitudes towards relationship marketing. We want to investigate whether the consumers are relationship oriented or transaction oriented and whether different segments differ in their orientation. Method: A quantitative study was made and the data was collected using a likert scale questionnaire which consisted of statements to which the respondent answered to which degree he/she agreed or did not agree. The data collected was analyzed in SPSS using a bivariate correlations analysis and a factor analysis. Findings: Our findings shows that most sport consumers tend to be relationship oriented and have a positive attitude towards the different relationship activities that they can come in contact with during a hockey game. There are however sports consumers who tends to have a transaction orientation and in their decision process the price is the most important aspect. We also find evidence that there are both consumers with a passive relationship orientation and with an active relationship orientation. Contribution: Regarding practical implications sports organizations should be aware that they have customers of both kinds of orientation and therefore it is important to interact with the relationship oriented customers. They appreciate the interaction with the organization and this can be used by the organization in order to further develop their relationships with the customers. On the other hand the transaction oriented prefers not to be engaged into the same kind of interaction, for them the prices are more important so working with pricing strategies towards transaction oriented customers is what we would suggest. Regarding the theoretical contributions this study provides results regarding the consumers’ perspective and attitudes towards relationship marketing in Sweden which has been neglected in theories. We provide evidence within the limits of the study that a big part of sport consumers tend to be relationship oriented but also that there is a segment that rather tend to be transaction oriented. Future research: We suggest that future research could be conducted within this topic. Studies investigating the same topic in other geographical regions and in other sports are encouraged in order to further increase the generalizability. It would also be interesting to see a study that focuses on investigating if there are certain segments that can be detected that tend to be transaction oriented rather than relationship oriented. We also suggest studies being done on the topic of pricing and what kind of pricing strategies that would be beneficial for Swedish sports organizations.   Keywords: Relationship marketing, Customer relationship management, consumer attitudes, Service marketing.

A retenção de clientes pode ser um diferencial competitivo para provedores de serviços e, sob a ótica das trocas relacionais, torna-se fundamental entender os fatores determinantes que a antecedem, identificando os construtos que a estimulam. Para o desenvolvimento desta pesquisa, foi desenvolvido e testado um Modelo Teórico, com suas respectivas hipóteses, que contemplam os construtos Táticas Vinculantes (Financeiras, Sociais e Estruturais), Reputação do Provedor de Serviços, Confiança e Compromisso como antecedentes da Retenção de Clientes. Neste sentido, o objetivo geral deste trabalho foi analisar as Táticas Vinculantes (Financeira, Social e Estrutural), a Reputação do Provedor de Serviços, a Confiança e o Compromisso como antecedentes da Retenção de Clientes. Foi realizado o levantamento teórico que aborda a Retenção de Clientes, bem como o entendimento e a análise dos construtos que a antecedem e que a afetam. Posteriormente, foi realizado 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 técnica da Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o fenômeno em estudo. A amostra foi composta por 344 empresas-clientes dos provedores de serviços contábeis pesquisados. Os resultados da pesquisa indicam que o Modelo Teórico apresentou índices satisfatórios, considerando-se o seu ineditismo. As contribuições e destaque são a comprovação de que as Táticas Vinculantes Financeiras, Sociais e Estruturais impactam positivamente a Confiança; que a Confiança e o Compromisso impactam positivamente na Retenção de Clientes; e que a Reputação do Provedor de Serviços não tem influência significativa sobre a Retenção de Clientes e a Confiança. / Submitted by Ana Guimarães Pereira (agpereir@ucs.br) on 2016-07-08T13:35:44Z No. of bitstreams: 1 Tese Renato Breitenbach.pdf: 1670412 bytes, checksum: 10052a347c6ff1deded25c29b7a3938f (MD5) / Made available in DSpace on 2016-07-08T13:35:44Z (GMT). No. of bitstreams: 1 Tese Renato Breitenbach.pdf: 1670412 bytes, checksum: 10052a347c6ff1deded25c29b7a3938f (MD5) Previous issue date: 2016-07-08 / Customer retention can be a competitive advantage for service providers and, from the perspective of relational exchanges, it is essential to understand the determinants that precede, identifying the constructs that stimulate. To develop this research project, it was developed and tested the theoretical model, with their hypotheses, which includes the constructs bonding Tactics (Financial, Social and Structural), Reputation Service Provider, Trust and Commitment as antecedents to the Customer Retention. In this sense, the aim of this study was to analyze the bonding Tactics (Financial, Social and Structural), the Reputation of the Service Provider, Trust and Commitment as background to the Customer Retention. It was held the theoretical research that addresses the Customer Retention and understanding and analysis of the constructs that precede and that affect it. Subsequently, it conducted a quantitative study of a descriptive nature, by means the implementation of a survey. The analysis was based on multivariate statistics and it used the technique of structural equation modeling to observe and analyze the elements of the phenomenon studied. The sample consisted of 344 client companies of financial services providers reaserched. The survey results indicate that the Theoretical Model stated presented satisfactory levels, considering its originality. Still, the associations were analyzed time and size of client and the type of business and the form of taxation adopted, confirming that client's size affects the bonding Financial Tactics. The contributions and highlight are proof that the tactics bonding Financial, Social and Structural positively impact the Trust; the Trust and Commitment impact positively on Customer Retention; the Reputation of the service provider has no significant influence on Customer Retention and Trust.

A retenção de clientes pode ser um diferencial competitivo para provedores de serviços e, sob a ótica das trocas relacionais, torna-se fundamental entender os fatores determinantes que a antecedem, identificando os construtos que a estimulam. Para o desenvolvimento desta pesquisa, foi desenvolvido e testado um Modelo Teórico, com suas respectivas hipóteses, que contemplam os construtos Táticas Vinculantes (Financeiras, Sociais e Estruturais), Reputação do Provedor de Serviços, Confiança e Compromisso como antecedentes da Retenção de Clientes. Neste sentido, o objetivo geral deste trabalho foi analisar as Táticas Vinculantes (Financeira, Social e Estrutural), a Reputação do Provedor de Serviços, a Confiança e o Compromisso como antecedentes da Retenção de Clientes. Foi realizado o levantamento teórico que aborda a Retenção de Clientes, bem como o entendimento e a análise dos construtos que a antecedem e que a afetam. Posteriormente, foi realizado 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 técnica da Modelagem de Equações Estruturais para se observar e analisar os elementos que compõem o fenômeno em estudo. A amostra foi composta por 344 empresas-clientes dos provedores de serviços contábeis pesquisados. Os resultados da pesquisa indicam que o Modelo Teórico apresentou índices satisfatórios, considerando-se o seu ineditismo. As contribuições e destaque são a comprovação de que as Táticas Vinculantes Financeiras, Sociais e Estruturais impactam positivamente a Confiança; que a Confiança e o Compromisso impactam positivamente na Retenção de Clientes; e que a Reputação do Provedor de Serviços não tem influência significativa sobre a Retenção de Clientes e a Confiança. / Customer retention can be a competitive advantage for service providers and, from the perspective of relational exchanges, it is essential to understand the determinants that precede, identifying the constructs that stimulate. To develop this research project, it was developed and tested the theoretical model, with their hypotheses, which includes the constructs bonding Tactics (Financial, Social and Structural), Reputation Service Provider, Trust and Commitment as antecedents to the Customer Retention. In this sense, the aim of this study was to analyze the bonding Tactics (Financial, Social and Structural), the Reputation of the Service Provider, Trust and Commitment as background to the Customer Retention. It was held the theoretical research that addresses the Customer Retention and understanding and analysis of the constructs that precede and that affect it. Subsequently, it conducted a quantitative study of a descriptive nature, by means the implementation of a survey. The analysis was based on multivariate statistics and it used the technique of structural equation modeling to observe and analyze the elements of the phenomenon studied. The sample consisted of 344 client companies of financial services providers reaserched. The survey results indicate that the Theoretical Model stated presented satisfactory levels, considering its originality. Still, the associations were analyzed time and size of client and the type of business and the form of taxation adopted, confirming that client's size affects the bonding Financial Tactics. The contributions and highlight are proof that the tactics bonding Financial, Social and Structural positively impact the Trust; the Trust and Commitment impact positively on Customer Retention; the Reputation of the service provider has no significant influence on Customer Retention and Trust.

Ao longo dos anos, com o principal intuito de manter seus clientes, as organizações têm aplicado diversas abordagens para aproximar-se dos mesmos por meio do cultivo de relacionamentos lucrativos e duradouros. De que modo tais práticas poderiam ser influenciadas pelo uso de alta tecnologia dentro de um cenário cada vez mais competitivo? A fim de elucidar esta questão, este estudo teve como objetivo principal analisar os impactos da Internet sobre as práticas de Marketing de Relacionamento e suas implicações em empresas atuantes no mercado consumidor. Ao realizar um retrospecto teórico sobre o Marketing de Relacionamento, a Internet, e os resultados das interações entre ambos observados por uma diversidade de autores, foi possível angariar subsídios para pesquisar e compreender as práticas de algumas empresas no Brasil. Assim, por meio de pesquisa exploratória na forma de estudo de multi-casos, identificaram-se nas empresas pesquisadas variados níveis de evolução das práticas voltadas ao objetivo de perpetuar o relacionamento com clientes, aproveitando-se das características sem precedentes da Internet. Observou-se um amplo espectro de medidas, conforme o setor de atividade da empresa, a natureza de seus produtos/serviços, o seu grau de compreensão e assimilação do conceito de relacionamento, a sua orientação estratégica e disponibilidade de recursos, além das expectativas e do nível de familiaridade de seus clientes com a tecnologia. Este estudo sinaliza, por fim, uma compreensão e uma receptividade das empresas às diversas oportunidades de crescimento geradas pelo emprego bem sucedido deste ferramental. / In order to maintain customers in their portfolios, organizations have developed several strategies to approach them by building long term and profitable relationships. But how such strategies would be influenced by the use of high technology tools? To find answers to this question, this study aimed to analyze the impacts of Internet on Relationship Marketing practices and related implications to the consumer market companies. By developing a comprehensive theoretical research on Relationship Marketing, Internet and the their interactions, it was able to organize key knowledge to understand the current practices adopted by companies in Brazil. Therefore, by developing an exploratory research through a multiple cases study, it was identified distinct evolution levels in customer relationship practices of the sample companies which have already taken advantages of Internet. It was observed a large range of results depending on company industry, type of products/services, understanding level of relationship concept, strategic orientation, available resources, customer expectations and technology familiarities. Despite the observed different stages of Internet usage in Marketing practices, this study demonstrates the clear awareness and the interest of companies in capturing the growth opportunities allowed by Internet tools.

O marketing de relacionamento surge na década de 1980, estimulado pela crescente concorrência, estagnação do crescimento dos mercados e desenvolvimento tecnológico. As ações de marketing de relacionamento visam estreitar a ligação entre empresa e cliente, estimulando a fidelidade do cliente e buscando a rentabilidade a partir de uma série de negociações com o mesmo cliente ao longo de tempo. Os investimentos em marketing de relacionamento só podem ser justificados caso a empresa conquiste seus objetivos e se aproprie de benefícios que essas ações podem trazer. A avaliação de resultados é, portanto, ferramenta fundamental, mas não existe hoje, um método consolidado de avaliação de resultados de ações do marketing de relacionamento. Nesse contexto, este estudo enfoca a avaliação de resultado do marketing de relacionamento, voltando-se para o relacionamento das empresas com o cliente final. O tema é tratado com base em uma revisão teórica que trabalha três principais blocos: i) valor percebido e vantagem competitiva; ii) marketing de relacionamento, seu conceito, benefícios esperados de ações de relacionamento e as práticas trabalhadas; iii) avaliação de resultados e controle. É desenvolvida uma pesquisa de campo, de natureza qualitativa e caráter exploratório, utilizando o método de estudo de casos múltiplos. São trabalhadas três principais empresas de um mesmo segmento. O segmento escolhido foi o de cartões de crédito, por apresentar grande prática na aplicação do marketing de relacionamento. O trabalho é finalizado com a análise das ações do marketing de relacionamento desenvolvidas e dos métodos de avaliação de resultados aplicados. Observou-se que as ações do marketing de relacionamento desenvolvidas pelas duas empresas que possuem contato direto com o cliente final muito se assemelham e apresentam grande coincidência com o que é apontado pela literatura. Uma das bandeiras, porém, não tem contato direto com o cliente final e apresenta diferenças significativas nas ações desenvolvidas. Os métodos de avaliação de resultado nas empresas pesquisadas são bastante similares ao proposto pela teoria estudada. Os principais objetivos apontados são: a fidelização do cliente, o entendimento das necessidades dos clientes e a maior lucratividade. Já as variáveis analisadas como indicadores de resultados são: grupo de controle, fidelidade do cliente, avaliação financeira, entendimento das necessidades dos clientes, satisfação do cliente, qualidade do produto, conhecimento e imagem de marca, inconveniência de o cliente mudar de fornecedor, retenção de clientes/churn, recompra, quantidade/volume vendido, custo de aquisição de clientes, aquisição de cliente e valor vitalício do cliente. / The relationship marketing begins on 1980?, stimulated by the spreading concurrency, market growing stagnation and technological development. The relationship marketing actions have the purpose of narrowing the contact between company and client, stimulating the client fidelity and looking for rentability from a series of negotiations with the same client over time. The marketing relationship investments can only be justified if the company achieves its objectives and handle the benefits which these actions can bring. The results evaluation is, therefore, a fundamental tool, but there?s not a consolidated results evaluation method in marketing relationship actions nowadays. In this context, this study focuses in marketing relationship results evaluation, turning the attention to the relationship between company and the ultimate client. The theme is treated from a theoretical review based on three principal sections: i) customer value and competitive advantage; ii) relationship marketing, its concept, the expected benefits from relationship marketing actions, and the adopted practices; iii) result evaluations and control. A research in this field was developed from a qualitative perspective and adopting an exploring character, by using the multiple case study method. Three principal companies that are part of the same segment are analyzed. The chosen segment was the credit cards one, because of its well-known practice on relationship marketing application characteristic. The job ends with the analysis on both the developed relationship marketing actions and on the applied results evaluation methods. It was noticed that the relationship marketing actions developed by the two companies which have direct contact to the ultimate client are really similar and are coincident in terms of what is pointed by the literature. One of the companies, however, doesn?t have this direct contact to the ultimate client and its actions contain significant differences. The results evaluation methods placed at the companies involved on this research are really similar to the indicated on the commented theory. The principal viewed objectives are: the client fidelity, the understanding on client needs and the major profitability. On the other hand, the variants analyzed as result indicators are: controlling group, client fidelity, financial evaluation, understanding on client needs, client satisfaction, products quality, brand image and knowledge, clients supplier changing inconvenience, keeping clients/churn, repurchase, sold volumes and quantity, clients acquisition cost, client acquisition and customer lifetime value.

Neste trabalho, abordam-se as ações de relacionamento dos fabricantes junto aos vendedores do varejo, da ótica do marketing de relacionamento. O tema torna-se relevante pela influência do vendedor varejista junto ao consumidor. A proposta é analisar como as ações são aplicadas pelos fabricantes e percebidas pelos vendedores varejistas, com a intenção de melhor compreender o processo e contribuir para sua evolução. O tema é enfocado com base nos fundamentos de marketing de relacionamento a fim de se analisar como ele se comporá quando aplicado ao ambiente comporto por canais de distribuição, venda pessoal e comportamento do consumidor. O setor de eletrodomésticos é caracterizado pelo potencial econômico, alta concentração do varejo, atuação de fabricantes de grande porte e muita sensibilidade às variáveis macroeconômicas. A análise de algumas ações de relacionamento praticadas indica que elas são fortemente orientadas para o giro de produtos no curto prazo e que programas e incentivo de vendas e treinamento são as modalidades mais aplicadas. A pesquisa realizada com fabricantes, varejistas e vendedores varejistas indica que as ações são utilizadas muito mais para auxiliar a venda, de curto prazo, promovendo giro rápido de produtos, sem nenhum efeito residual. Esse modelo é nocivo por gerar uma relação efêmera e mercenária, bem distante dos princípios do marketing de relacionamento, que busca a satisfação, o envolvimento e a lealdade a longo prazo. Desse modo, neste estudo, são detectadas oportunidades pra se estabelecer um programa de relacionamento adequado e eficiente junto aos vendedores varejistas e também são indicadas formas para que se possa atingir essa finalidade. / The subject of this study concerns the relationship os manufacturers with retailers from the point of view of relationship marketing. It becomes a relevant subject due to the influence of retailers over consumers. The purpose of this work is to analyze how market actions are put forward by manufacturers and how retailers understand these actions. This is an attempt to better understand the process and to contribute to this development. The subject is approached based on relachionship-marketing principles and on how they apply to the market (distribution channels, personal sales an consumer´s behavior). The context of this research is the sector of home appliances, marked by its economic potential, high concentration of counter sales, presence of great manufactures and high sensivity to macroeconomic changes. The analysis of some of the relationship actions indicates that they are strongly oriented to short-term product turnover. The most common modalities of actions involve promotional sales and training. Research with manufacturersm retailers and retail salespeople show that actions are used mostly to improver both short-term sales and fast-stock turnovers with no residual effect. This is a harmful model because it leads to unsteady and mercenary relationship, moving away from relationship-marketing principals that seek satisfaction, engagement and loyalty of consumers in long-term basis. In this way, this work contributes in showing opportunities and means of establishing an accurate program of appropriate relationship with retailers.