Traditionally, attracting new customers and retaining the current ones have been the center of focus in many studies. Research shows that only half of the customers that are satisfied with the service recovery, planned to return. Since service failure is inevitable in service contexts, this finding means even though customer retention strategies are in place some customers will defect. Therefore, it is more than ever important to understand the mechanisms of regaining lost customers. In this study, the importance of customer recapture efforts is first discussed and the existing research on customer reacquisition is reviewed. Next, the gaps in the literature are presented. Proposition towards a model of customer recapture are then laid out based on support from relevant literatures such as switching behaviors and barriers, emotion/affect, service failure and recovery, equity / customer lifetime value, and customer defections. Finally, concluding remarks and future research directions are put forward.
Switching behavior, customer recapture, fairness of the offer, customer lifetime value, comeback incentives.
A. Banu Elmadağ is with İstanbul Technical University, Department of Management Engineering, Maçka, İstanbul, 34367 Turkey (e-mail: email@example.com)
A. Banu Elmadağ, "
A Conceptual Model of Customer Recapture," Journal of Economics, Business and Management vol. 4, no. 9, pp.