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Relationship recovery: an integrated conceptual framework

Haque, A. K. M. Ahasanul and Rabbanee, Fazlul Kabir and Yasmin, Sanoara (2012) Relationship recovery: an integrated conceptual framework. Research Journal of Social Science and Management, 1 (12). pp. 60-75. ISSN 2251-1571

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Customer relationship management not only focuses on acquiring new customers and maintaining relationship with them but also emphasizes on winning back the defected customers. Understanding why the customers get defected and how to restore their trust and re-acquire relationship with them are of immense importance for the managers as well as academicians. Based on literature survey, this paper focuses on how to restore customer trust and relationship after the occurrence of a relationship failure event. It provides insights into the nature of relational problems, focuses on causes of relationship failure, and antecedents of customers’ exit decision from current relationship with the company after a transgression. It suggests a conceptual framework incorporating three key aspects of relationship recovery efforts – affective, functional and informational, that may lead the company to prove its trustworthiness to the customers after a transgression, which directs the company to win back relationships with them. Subsequently, propositions regarding different components of the model are presented in the paper, which are aiming towards reacquiring relationship with the defected customers.

Item Type: Article (Journal)
Additional Information: 5056/26459
Uncontrolled Keywords: CRM, integrated, conceptual framework and relationship
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Prof. Dr Ahasanul Haque
Date Deposited: 12 Nov 2012 15:12
Last Modified: 12 Nov 2012 15:12
URI: http://irep.iium.edu.my/id/eprint/26459

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