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 journalArticlepeer-review

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The axiom that “the customer is always right” is no longer valid when companies realize that some of their customers are not right at all.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

Fingerprint

Dive into the research topics of 'Retaining and divesting customers: an exploratory study of right customers, “at‐risk” right customers, and wrong customers'. Together they form a unique fingerprint.

Cite this