基于感知转回价值的流失顾客赢回机制研究
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摘要
顾客是企业生存和发展的基础,企业拥有顾客资源的规模、顾客组合的质量,决定了企业生存和发展的能力。企业之间的竞争在一定程度上是顾客资源的争夺。这种争夺体现在三个方面。其一是潜在顾客的争夺。企业通过不断地提升自身识别和开发潜在顾客的能力,争取比竞争对手获取更多、更有价值的新顾客。其二是现有顾客的争夺。企业通过不断地满足顾客个性化和多样化的需求来牢牢地“拉住”现有顾客,不至于被竞争对手“抢走”。其三是流失顾客的争夺。企业通过价格和非价格策略与竞争对手较量,设法从竞争对手的怀里“抢回”流失的顾客。顾客获取理论解决了如何识别和开发有价值的潜在顾客的问题,顾客维系理论解决了如何识别和维系有价值的现有顾客的问题,但是这两大理论都不足以解决顾客流失的问题。流失顾客赢回管理成为当前顾客关系管理一个崭新的研究领域。企业如何驱动流失顾客产生转回意向、如何针对不同的流失顾客实施不同的赢回策略、如何提升流失顾客赢回策略的有效性,将成为我国实业界和理论界共同关心的问题。
根据企业流失顾客赢回管理的调研以及相关理论研究的回顾,本文提出了三个有待解决的理论问题:①什么是流失顾客感知转回价值,它由哪些要素构成,这些要素如何驱动流失顾客转回意向?②企业流失顾客赢回策略如何影响流失顾客感知转回价值?③企业流失顾客赢回策略通过流失顾客感知转回价值的中介传导对流失顾客转回意向的驱动作用受哪些因素调节?带着上述问题,本文采用流失顾客赢回这一新的视角来研究企业顾客关系管理,从剖析流失顾客的内涵和特征出发,基于竞争导向的顾客感知价值理论和理性行为理论,提出了流失顾客感知转回价值的概念,剖析了流失顾客感知转回价值的构成要素,并沿着“赢回策略→价值感知→转回意向”的逻辑思路,探究了企业流失顾客赢回策略通过影响流失顾客感知转回价值继而驱动流失顾客转回意向的作用机制,同时考察了竞争对手企业顾客维系策略和顾客流失原因对这一作用机制所产生的调节作用,由此研究了本文的基于感知转回价值的企业流失顾客赢回机制。
本文在企业流失顾客赢回机制的理论模型基础上对汽车保险服务市场展开了相应的实证研究。通过369个有效样本的研究,探讨了企业流失顾客赢回驱动机制和调节机制。实证研究对模型假设进行了检验,并获得了较好的检验结果。
本文的研究工作、研究结论以及创新价值主要体现在以下五个方面:
第一,提出了流失顾客感知转回价值的概念与构成要素,构建了流失顾客感知价值理论。
本研究根据竞争导向的顾客感知价值理论提出了流失顾客感知转回价值的概念。本研究指出流失顾客不同于一般的顾客,其转回决策不同于一般意义上的购买决策,其决策的依据是流失顾客从转回购买中所获得的感知利得和感知利失。流失顾客感知转回价值的内涵指流失顾客从本企业的产品或服务中所获得的感知价值与从竞争对手企业的产品或服务中所获得的感知价值之差。此外,本研究结合文献研究、深度访谈、问卷调查等方法获得了流失顾客感知转回价值的三个构成要素,即,经济价值、关系价值和信任价值。本研究针对流失顾客感知转回价值的研究一定程度上打开了流失顾客转回决策中的“黑箱”。本文对流失顾客感知转回价值的内涵和构成要素的研究,丰富了现有的顾客感知价值理论,更为重要的是构建了流失顾客感知价值理论,使流失顾客行为理论得到了拓展。
第二,构建了企业流失顾客赢回间接驱动模型,拓展并深化了现有的流失顾客赢回驱动研究。
在当前并不多见的流失顾客赢回驱动研究中,Thomas et al.(2004)和Tokman,Davis&Lemon(2007)研究了企业流失顾客赢回策略(或策略价值)驱动流失顾客转回意向的直接模型,而本研究则在借鉴理性行为理论和技术接受模型的基础上提出了“外部刺激(Stimulus)→顾客感知(Perception)→购买意向(Intention)”的SPI理论分析框架,并循着SPI理论分析框架构建了流失顾客赢回间接驱动模型,即,把流失顾客感知转回价值引入其中作为中介传导要素,深入探究了企业流失顾客赢回策略通过影响流失顾客感知转回价值继而对流失顾客转回意向产生驱动作用。这一间接驱动模型拓展了已有的直接驱动模型,更为深入地剖析了流失顾客转回意向的形成机理,更为系统地考察了企业流失顾客赢回策略的驱动机制。本研究的实证分析结果表明,企业流失顾客赢回策略主要通过流失顾客感知转回价值来驱动流失顾客转回意向,从而验证了流失顾客赢回间接驱动模型的合理性。鉴于此,本研究拓展和深化了现有的流失顾客赢回驱动研究。
第三,构建了企业流失顾客赢回调节模型,证实了竞争对手企业顾客维系策略和顾客流失原因的调节作用。
本研究在顾客价值动态性理论和竞争导向的顾客感知价值理论的基础上构建了企业流失顾客赢回调节模型。本研究发现,竞争对手企业的顾客维系策略负向调节了本企业流失顾客赢回策略的驱动作用,而顾客流失原因则正向调节了本企业流失顾客赢回策略的驱动作用。现有研究很少涉及企业流失顾客赢回的调节机制,Tokman,Davis&Lemon(2007)曾把顾客流失的原因作为调节变量考察了其在企业流失顾客赢回策略对顾客转回意向的驱动作用中所产生的影响,但是并未分析竞争对手企业顾客维系策略的调节作用。本研究的结论不仅验证了Tokman,Davis＆Lemon(2007)提出的顾客流失原因的调节效应,而且发现了竞争对手企业顾客维系策略的调节效应。由此可见,本文从竞争对手企业和顾客两个不同的视角构建的企业流失顾客赢回调节模型弥补了现有研究的不足,更为全面地揭示了现实情境中企业流失顾客赢回驱动的调节效应。
第四,系统研究了企业流失顾客赢回机制,拓展了流失顾客赢回问题研究的范畴和结论。
在流失顾客赢回这一崭新的研究领域,现有研究比较零散,并未形成完善的研究体系。本研究尝试着在整合驱动机制和调节机制的基础上构建了企业流失顾客赢回机制模型,对企业流失顾客赢回问题展开了系统而详尽的研究。本研究发现,包括经济价值、关系价值和信任价值在内的三种流失顾客感知转回价值对流失顾客转回意向产生了驱动作用;四种类型的流失顾客赢回策略(有形补偿、信息传递、优惠待遇和人际沟通)总体上对三种类型的流失顾客感知转回价值产生了正面的影响;竞争对手企业的两大维系策略(价格维系和关系维系)负向调节了企业流失顾客赢回驱动机制,而顾客流失的两大原因(价格流失和服务流失)则正向调节了企业流失顾客赢回驱动机制。由此可见,本研究在以往研究的基础上拓展了流失顾客赢回问题研究的范畴和结论。
第五,推进了流失顾客赢回机制的实证研究,丰富了该领域的实证研究结果。
本文不仅对企业流失顾客赢回机制进行了系统而详尽的理论研究,而且还通过基于问卷调查统计数据的经验研究获得了体现变量之间关系的实证研究结果。缺乏实证研究是我国顾客关系管理理论研究领域中存在的一个比较明显的问题(严浩仁,2004)。国内外关于流失顾客赢回管理的研究并不多,而有关流失顾客赢回的实证研究则更少,本研究采用深度访谈和大样本问卷调查等方法对企业流失顾客赢回机制展开了系统性的实证研究。在数据处理过程中,本研究应用了AMOS7.0和SPSS15.0统计软件,这在当前国内外学术界对流失顾客赢回管理问题的实证性研究中比较少见。本文通过实证研究,证实了企业流失顾客赢回策略、流失顾客感知转回价值和流失顾客转回意向之间存在的内在关系,以及竞争对手企业顾客维系的不同策略和顾客流失的不同原因对这种关系所产生的调节作用。
本文的理论研究构建了基于感知转回价值的企业流失顾客赢回机制的理论框架,拓展了现有的流失顾客赢回研究理论,而本文的实证分析结果丰富了现有的流失顾客赢回管理实证研究结果,为流失顾客管理领域后续的理论研究和实证研究提供了一定的参考价值。
随着市场竞争的日益加剧,企业愈来愈重视顾客关系管理由于许多市场顾客转换壁垒低,顾客流失率比较高,对顾客关系管理实践而言,赢回流失顾客成为除培育顾客忠诚之外的又一战略重点。企业必须深入剖析流失顾客赢回机制问题,从实践层面探索流失顾客的赢回策略。本文关于企业流失顾客赢回机制的分析对多因素共同作用下的流失顾客赢回管理提供了一些有价值的启示。鉴于此,本文在实践和理论上都具有一定的创新价值。
The development competency of an enterprise results from the quantity. and quality of customer portfolio. Enterprises are scrambling for three kinds of customers, namely, prospects, current customers and lost ones. They are competing with one another in identifying and acquiring valuable prospects, keeping current customers from being attracted by rivals and winning back lost customers from rivals. Neither the theory of customer acquisition targeting at prospects nor the theory of customer retention targeting at current customers can well deal with the issue of customer defection. How to win back lost customers is becoming a new research direction on customer relationship management. The Chinese researchers and professionals show their great interests in the mechanism driving the switch-back intention of lost customers, launching win-back strategies for various kinds of customers and the effectiveness of win-back strategies.
Having a review on various theories corresponding to customer re-acquisition and a survey on customer re-acquisition management in auto insurance industry, this research raised three questions:①How to define the perceived switch-back value of lost customers? What are its components and how do they drive switch-back intentions of defected customers?②How do the win-back strategies of enterprise impact on the switch-back values of lost customers?③What kind of factors moderate the driving mechanism of win-back strategies of enterprise to the switch-back intentions of defected customers via perceived switch-back values of defected customers? With the above questions, providing a new insight into customer relationship management of enterprises from the view angle of defected customers, this paper firstly puts forward the concept of perceived switch-back value of lost customers and analyzes its components based on the theory of competition-oriented customer perceived value and the theory of reasoned action, and then following the logic of "win-back strategies to perceived values to switch-back intentions", investigates the driving mechanism of win-back strategies of enterprise to switch-back intentions of defected customers via perceived switch-back values of defected customers and the moderating effects of the retention strategies of rival as well as the original switching reason of customers. Thus, the paper probes into the mechanism of enterprise's winning back lost customers based on the perceived switch-back values of customers.
The paper empirically researches the driving mechanism and moderating mechanism of winning back lost customers with the survey on the auto insurance services market based on the theoretical model of the mechanism of enterprise's winning back lost customers. With the statistical analysis of 369 valid samples, the empirical research tests the theoretical hypothesizes and obtains a few interesting findings.
The implications and the contributions of this research can be shown in the following five aspects:
First, this research proposes the concept of perceived switch-back value of defected customer and its components, which contributes to build the theory of perceived value of defected customer. The paper states that the switch-back decision-making of defected customers who are different from ordinary ones is different from ordinary purchasing decision-making and is based on the balance of customer perceived benefits and costs in switching back to make a repurchase from the original provider. The perceived switch-back value of defected customer refers to the difference between the perceived value the lost customers obtained from the products or services of the enterprise and that from the rival. In addition, this research identifies three kinds of perceived value of lost customers, namely, perceived economic value, perceived interpersonal relationship value and perceived trust value by means of literature review, in-depth interview and questionnaire investigation. The "black box" in the process of switch-back decision-making has been opened thanks to this research. Thus, the research on the perceived switch-back value of lost customers and its components enriches the current theory of customer perceived value, and moreover, builds the theory on the perceived value of lost customer and extends the theory of customer behavior.
Second, this research establishes an indirect model on driving mechanism of winning back lost customers, which advances the current research on driving lost customers to switch back. Different from the direct model Thomas et al. (2004) and Tokman, Davis & Lemon (2007) examined, the indirect model built in this research, abiding by SPI analysis framework based on the theory of reasoned action as well as model of technology reception, adopts perceived switch-back value of lost customer as an intermedium and explores the formation of switch-back intentions of lost customer, thus, examines the driving mechanism of winning back lost customers in a more systematic way. The findings show that the win-back strategies of enterprise drives the switch-back intentions of the lost customers via the values the lost customers perceived, which proves the indirect model on driving mechanism of winning back lost customers. Therefore, this research forms a deeper analysis on driving mechanism of winning back lost customers.
Third, based on the theory of competition-oriented customer perceived value, this research creates a moderating model of winning back lost customers and proves the moderating effects of the customer retention strategies of rival and the original switching reasons on the driving mechanism. It is found that the customer retention strategies of rival negatively moderate the driving mechanism while the original switching reasons positively moderates it. The findings of this research proves the moderating effect proposed by Tokman, Davis & Lemon (2007) and furthermore suggests the moderating effect of the customer retention strategies of rival. Thus, establishing the moderating model of winning back lost customers from the visual angles of the rival and customers, this research helps to make up the deficiency of current research and thoroughly explore the moderating effect of driving mechanism in the real context.
Fourth, this research systematically examines the mechanism winning back defected customers, which expands the research scope of customer re-acquisition and provides more findings. Since customer re-acquisition is a new field, the research system hasn't been established so far. This research attempts to build the model of mechanism of winning back lost customers by integrating driving mechanism and moderating one and examines the customer re-acquisition in a systematic and thorough way. It is found that the three kinds of perceived switch-back values, namely, economic value, interpersonal relationship value and trust value, drive the switch-back intentions of lost customers and the four kinds of win-back strategies, namely, tangible reward, information transfer, preferential treatment and interpersonal communication, in all positively impact on the perceived switch-back values. This research also finds that the two kinds of customer retention strategies of rival, namely, price-oriented retention and relationship-oriented retention, negatively moderate the driving mechanism while the two kinds of switching reasons, namely, price and service benefits, positively moderate the driving mechanism. Thus, this research expands the research scope of customer re-acquisition and provides more findings.
Fifth, this research furthers the empirical study on mechanism of winning back lost customers and enriches the current results of empirical study. Lacking in empirical studies is an apparent deficiency in the research of customer relationship management (Yan, 2004). There are few empirical studies on the newly burgeoning researches on customer re-acquisition. This research explores the relations among the various variables in the model with in-depth interview and questionnaire survey and applying advanced statistic soft wares, such as, AMOS7.0 and SPSS15.0. The findings proves the driving relations from the win-back strategies of enterprise to the switch-back intentions of lost customers via the perceived switch-back values of lost customers, and meanwhile confirms that both the customer retention strategies of rival and the original switching reasons of lost customer moderates the driving relations.
The theoretical study of this paper establishes the mechanism of winning back defected customers based on the perceived switch-back values and therefore furthers the current theories on winning back defected customers, while the empirical study of this paper provides more findings on winning back defected customers and therefore enriches the current studies. In a word, this paper contributes a few references for the future researches.
Enterprises are increasingly laying greater importance on customer relationship management with the fierce competition in the market. Customer re-acquisition becomes another strategic focus besides customer loyalty due to high customer defection rate with low switching barriers. Enterprises are motivated to probe into mechanism of winning back defected customers and search for win-back strategies. The findings of this paper have implications for customer re-acquisition management. Therefore, this paper provides contributions on both theoretical analyses and practices on customer re-acquisition.
根据企业流失顾客赢回管理的调研以及相关理论研究的回顾,本文提出了三个有待解决的理论问题:①什么是流失顾客感知转回价值,它由哪些要素构成,这些要素如何驱动流失顾客转回意向?②企业流失顾客赢回策略如何影响流失顾客感知转回价值?③企业流失顾客赢回策略通过流失顾客感知转回价值的中介传导对流失顾客转回意向的驱动作用受哪些因素调节?带着上述问题,本文采用流失顾客赢回这一新的视角来研究企业顾客关系管理,从剖析流失顾客的内涵和特征出发,基于竞争导向的顾客感知价值理论和理性行为理论,提出了流失顾客感知转回价值的概念,剖析了流失顾客感知转回价值的构成要素,并沿着“赢回策略→价值感知→转回意向”的逻辑思路,探究了企业流失顾客赢回策略通过影响流失顾客感知转回价值继而驱动流失顾客转回意向的作用机制,同时考察了竞争对手企业顾客维系策略和顾客流失原因对这一作用机制所产生的调节作用,由此研究了本文的基于感知转回价值的企业流失顾客赢回机制。
本文在企业流失顾客赢回机制的理论模型基础上对汽车保险服务市场展开了相应的实证研究。通过369个有效样本的研究,探讨了企业流失顾客赢回驱动机制和调节机制。实证研究对模型假设进行了检验,并获得了较好的检验结果。
本文的研究工作、研究结论以及创新价值主要体现在以下五个方面:
第一,提出了流失顾客感知转回价值的概念与构成要素,构建了流失顾客感知价值理论。
本研究根据竞争导向的顾客感知价值理论提出了流失顾客感知转回价值的概念。本研究指出流失顾客不同于一般的顾客,其转回决策不同于一般意义上的购买决策,其决策的依据是流失顾客从转回购买中所获得的感知利得和感知利失。流失顾客感知转回价值的内涵指流失顾客从本企业的产品或服务中所获得的感知价值与从竞争对手企业的产品或服务中所获得的感知价值之差。此外,本研究结合文献研究、深度访谈、问卷调查等方法获得了流失顾客感知转回价值的三个构成要素,即,经济价值、关系价值和信任价值。本研究针对流失顾客感知转回价值的研究一定程度上打开了流失顾客转回决策中的“黑箱”。本文对流失顾客感知转回价值的内涵和构成要素的研究,丰富了现有的顾客感知价值理论,更为重要的是构建了流失顾客感知价值理论,使流失顾客行为理论得到了拓展。
第二,构建了企业流失顾客赢回间接驱动模型,拓展并深化了现有的流失顾客赢回驱动研究。
在当前并不多见的流失顾客赢回驱动研究中,Thomas et al.(2004)和Tokman,Davis&Lemon(2007)研究了企业流失顾客赢回策略(或策略价值)驱动流失顾客转回意向的直接模型,而本研究则在借鉴理性行为理论和技术接受模型的基础上提出了“外部刺激(Stimulus)→顾客感知(Perception)→购买意向(Intention)”的SPI理论分析框架,并循着SPI理论分析框架构建了流失顾客赢回间接驱动模型,即,把流失顾客感知转回价值引入其中作为中介传导要素,深入探究了企业流失顾客赢回策略通过影响流失顾客感知转回价值继而对流失顾客转回意向产生驱动作用。这一间接驱动模型拓展了已有的直接驱动模型,更为深入地剖析了流失顾客转回意向的形成机理,更为系统地考察了企业流失顾客赢回策略的驱动机制。本研究的实证分析结果表明,企业流失顾客赢回策略主要通过流失顾客感知转回价值来驱动流失顾客转回意向,从而验证了流失顾客赢回间接驱动模型的合理性。鉴于此,本研究拓展和深化了现有的流失顾客赢回驱动研究。
第三,构建了企业流失顾客赢回调节模型,证实了竞争对手企业顾客维系策略和顾客流失原因的调节作用。
本研究在顾客价值动态性理论和竞争导向的顾客感知价值理论的基础上构建了企业流失顾客赢回调节模型。本研究发现,竞争对手企业的顾客维系策略负向调节了本企业流失顾客赢回策略的驱动作用,而顾客流失原因则正向调节了本企业流失顾客赢回策略的驱动作用。现有研究很少涉及企业流失顾客赢回的调节机制,Tokman,Davis&Lemon(2007)曾把顾客流失的原因作为调节变量考察了其在企业流失顾客赢回策略对顾客转回意向的驱动作用中所产生的影响,但是并未分析竞争对手企业顾客维系策略的调节作用。本研究的结论不仅验证了Tokman,Davis＆Lemon(2007)提出的顾客流失原因的调节效应,而且发现了竞争对手企业顾客维系策略的调节效应。由此可见,本文从竞争对手企业和顾客两个不同的视角构建的企业流失顾客赢回调节模型弥补了现有研究的不足,更为全面地揭示了现实情境中企业流失顾客赢回驱动的调节效应。
第四,系统研究了企业流失顾客赢回机制,拓展了流失顾客赢回问题研究的范畴和结论。
在流失顾客赢回这一崭新的研究领域,现有研究比较零散,并未形成完善的研究体系。本研究尝试着在整合驱动机制和调节机制的基础上构建了企业流失顾客赢回机制模型,对企业流失顾客赢回问题展开了系统而详尽的研究。本研究发现,包括经济价值、关系价值和信任价值在内的三种流失顾客感知转回价值对流失顾客转回意向产生了驱动作用;四种类型的流失顾客赢回策略(有形补偿、信息传递、优惠待遇和人际沟通)总体上对三种类型的流失顾客感知转回价值产生了正面的影响;竞争对手企业的两大维系策略(价格维系和关系维系)负向调节了企业流失顾客赢回驱动机制,而顾客流失的两大原因(价格流失和服务流失)则正向调节了企业流失顾客赢回驱动机制。由此可见,本研究在以往研究的基础上拓展了流失顾客赢回问题研究的范畴和结论。
第五,推进了流失顾客赢回机制的实证研究,丰富了该领域的实证研究结果。
本文不仅对企业流失顾客赢回机制进行了系统而详尽的理论研究,而且还通过基于问卷调查统计数据的经验研究获得了体现变量之间关系的实证研究结果。缺乏实证研究是我国顾客关系管理理论研究领域中存在的一个比较明显的问题(严浩仁,2004)。国内外关于流失顾客赢回管理的研究并不多,而有关流失顾客赢回的实证研究则更少,本研究采用深度访谈和大样本问卷调查等方法对企业流失顾客赢回机制展开了系统性的实证研究。在数据处理过程中,本研究应用了AMOS7.0和SPSS15.0统计软件,这在当前国内外学术界对流失顾客赢回管理问题的实证性研究中比较少见。本文通过实证研究,证实了企业流失顾客赢回策略、流失顾客感知转回价值和流失顾客转回意向之间存在的内在关系,以及竞争对手企业顾客维系的不同策略和顾客流失的不同原因对这种关系所产生的调节作用。
本文的理论研究构建了基于感知转回价值的企业流失顾客赢回机制的理论框架,拓展了现有的流失顾客赢回研究理论,而本文的实证分析结果丰富了现有的流失顾客赢回管理实证研究结果,为流失顾客管理领域后续的理论研究和实证研究提供了一定的参考价值。
随着市场竞争的日益加剧,企业愈来愈重视顾客关系管理由于许多市场顾客转换壁垒低,顾客流失率比较高,对顾客关系管理实践而言,赢回流失顾客成为除培育顾客忠诚之外的又一战略重点。企业必须深入剖析流失顾客赢回机制问题,从实践层面探索流失顾客的赢回策略。本文关于企业流失顾客赢回机制的分析对多因素共同作用下的流失顾客赢回管理提供了一些有价值的启示。鉴于此,本文在实践和理论上都具有一定的创新价值。
The development competency of an enterprise results from the quantity. and quality of customer portfolio. Enterprises are scrambling for three kinds of customers, namely, prospects, current customers and lost ones. They are competing with one another in identifying and acquiring valuable prospects, keeping current customers from being attracted by rivals and winning back lost customers from rivals. Neither the theory of customer acquisition targeting at prospects nor the theory of customer retention targeting at current customers can well deal with the issue of customer defection. How to win back lost customers is becoming a new research direction on customer relationship management. The Chinese researchers and professionals show their great interests in the mechanism driving the switch-back intention of lost customers, launching win-back strategies for various kinds of customers and the effectiveness of win-back strategies.
Having a review on various theories corresponding to customer re-acquisition and a survey on customer re-acquisition management in auto insurance industry, this research raised three questions:①How to define the perceived switch-back value of lost customers? What are its components and how do they drive switch-back intentions of defected customers?②How do the win-back strategies of enterprise impact on the switch-back values of lost customers?③What kind of factors moderate the driving mechanism of win-back strategies of enterprise to the switch-back intentions of defected customers via perceived switch-back values of defected customers? With the above questions, providing a new insight into customer relationship management of enterprises from the view angle of defected customers, this paper firstly puts forward the concept of perceived switch-back value of lost customers and analyzes its components based on the theory of competition-oriented customer perceived value and the theory of reasoned action, and then following the logic of "win-back strategies to perceived values to switch-back intentions", investigates the driving mechanism of win-back strategies of enterprise to switch-back intentions of defected customers via perceived switch-back values of defected customers and the moderating effects of the retention strategies of rival as well as the original switching reason of customers. Thus, the paper probes into the mechanism of enterprise's winning back lost customers based on the perceived switch-back values of customers.
The paper empirically researches the driving mechanism and moderating mechanism of winning back lost customers with the survey on the auto insurance services market based on the theoretical model of the mechanism of enterprise's winning back lost customers. With the statistical analysis of 369 valid samples, the empirical research tests the theoretical hypothesizes and obtains a few interesting findings.
The implications and the contributions of this research can be shown in the following five aspects:
First, this research proposes the concept of perceived switch-back value of defected customer and its components, which contributes to build the theory of perceived value of defected customer. The paper states that the switch-back decision-making of defected customers who are different from ordinary ones is different from ordinary purchasing decision-making and is based on the balance of customer perceived benefits and costs in switching back to make a repurchase from the original provider. The perceived switch-back value of defected customer refers to the difference between the perceived value the lost customers obtained from the products or services of the enterprise and that from the rival. In addition, this research identifies three kinds of perceived value of lost customers, namely, perceived economic value, perceived interpersonal relationship value and perceived trust value by means of literature review, in-depth interview and questionnaire investigation. The "black box" in the process of switch-back decision-making has been opened thanks to this research. Thus, the research on the perceived switch-back value of lost customers and its components enriches the current theory of customer perceived value, and moreover, builds the theory on the perceived value of lost customer and extends the theory of customer behavior.
Second, this research establishes an indirect model on driving mechanism of winning back lost customers, which advances the current research on driving lost customers to switch back. Different from the direct model Thomas et al. (2004) and Tokman, Davis & Lemon (2007) examined, the indirect model built in this research, abiding by SPI analysis framework based on the theory of reasoned action as well as model of technology reception, adopts perceived switch-back value of lost customer as an intermedium and explores the formation of switch-back intentions of lost customer, thus, examines the driving mechanism of winning back lost customers in a more systematic way. The findings show that the win-back strategies of enterprise drives the switch-back intentions of the lost customers via the values the lost customers perceived, which proves the indirect model on driving mechanism of winning back lost customers. Therefore, this research forms a deeper analysis on driving mechanism of winning back lost customers.
Third, based on the theory of competition-oriented customer perceived value, this research creates a moderating model of winning back lost customers and proves the moderating effects of the customer retention strategies of rival and the original switching reasons on the driving mechanism. It is found that the customer retention strategies of rival negatively moderate the driving mechanism while the original switching reasons positively moderates it. The findings of this research proves the moderating effect proposed by Tokman, Davis & Lemon (2007) and furthermore suggests the moderating effect of the customer retention strategies of rival. Thus, establishing the moderating model of winning back lost customers from the visual angles of the rival and customers, this research helps to make up the deficiency of current research and thoroughly explore the moderating effect of driving mechanism in the real context.
Fourth, this research systematically examines the mechanism winning back defected customers, which expands the research scope of customer re-acquisition and provides more findings. Since customer re-acquisition is a new field, the research system hasn't been established so far. This research attempts to build the model of mechanism of winning back lost customers by integrating driving mechanism and moderating one and examines the customer re-acquisition in a systematic and thorough way. It is found that the three kinds of perceived switch-back values, namely, economic value, interpersonal relationship value and trust value, drive the switch-back intentions of lost customers and the four kinds of win-back strategies, namely, tangible reward, information transfer, preferential treatment and interpersonal communication, in all positively impact on the perceived switch-back values. This research also finds that the two kinds of customer retention strategies of rival, namely, price-oriented retention and relationship-oriented retention, negatively moderate the driving mechanism while the two kinds of switching reasons, namely, price and service benefits, positively moderate the driving mechanism. Thus, this research expands the research scope of customer re-acquisition and provides more findings.
Fifth, this research furthers the empirical study on mechanism of winning back lost customers and enriches the current results of empirical study. Lacking in empirical studies is an apparent deficiency in the research of customer relationship management (Yan, 2004). There are few empirical studies on the newly burgeoning researches on customer re-acquisition. This research explores the relations among the various variables in the model with in-depth interview and questionnaire survey and applying advanced statistic soft wares, such as, AMOS7.0 and SPSS15.0. The findings proves the driving relations from the win-back strategies of enterprise to the switch-back intentions of lost customers via the perceived switch-back values of lost customers, and meanwhile confirms that both the customer retention strategies of rival and the original switching reasons of lost customer moderates the driving relations.
The theoretical study of this paper establishes the mechanism of winning back defected customers based on the perceived switch-back values and therefore furthers the current theories on winning back defected customers, while the empirical study of this paper provides more findings on winning back defected customers and therefore enriches the current studies. In a word, this paper contributes a few references for the future researches.
Enterprises are increasingly laying greater importance on customer relationship management with the fierce competition in the market. Customer re-acquisition becomes another strategic focus besides customer loyalty due to high customer defection rate with low switching barriers. Enterprises are motivated to probe into mechanism of winning back defected customers and search for win-back strategies. The findings of this paper have implications for customer re-acquisition management. Therefore, this paper provides contributions on both theoretical analyses and practices on customer re-acquisition.
引文
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