Retaining and divesting customers: an exploratory study of right customers, “at‐risk” right customers, and wrong customers

Ka shing Woo, Henry Fock

    Research output: Contribution to journalJournal articlepeer-review

    24 Citations (Scopus)

    Abstract

    The axiom that “the customer is always right” is no longer valid when companies realize that some of their customers are not right at all. Paying too much attention to these so‐called “wrong” customers may jeopardize a company's survival and profitability. Right customers have to be retained, “at‐risk” right customers have to be recovered, and wrong customers have to be divested. This study attempts to operationalize the concept of customer “rightness” and “wrongness” in terms of different configurations of attribute satisfaction and overall satisfaction. Based on the result of a discriminant analysis of satisfaction survey data, customers with different configurations of attribute satisfaction and overall satisfaction are re‐examined in terms of switching intention, behavioral patterns and demographic characteristics in order to highlight any significant descriptor.
    Original languageEnglish
    Pages (from-to)187-197
    Number of pages11
    JournalJournal of Services Marketing
    Volume18
    Issue number3
    DOIs
    Publication statusPublished - 1 May 2004

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