search query: @author Pitt, L. / total: 23
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| Author: | Hulbert, J. Pitt, L. Ewing, M. |
| Title: | Defections, Discourse and Devotion: Some Propositions on Customer Desertion, Dialogue and Loyalty |
| Journal: | Journal of General Management
2003 : SPRING, VOL. 28:3, p. 43-51 |
| Index terms: | CUSTOMERS LOYALTY MANAGEMENT |
| Language: | eng |
| Abstract: | The paper states that retaining existing customers tends to be more profitable than attracting new ones. The authors answer whether customers are thinking of defecting to competitors and how they can be persuaded to stay. Marketers know that customers readily and generally defect from firms which fall short on quality and service. They know that engaging them in dialogue is often difficult but mostly worthwhile if they are to earn their loyalty, and strive for customer devotion as the highest level of that loyalty. In this brief note the authors revisit Hirschman's theory of exit, voice and loyalty, and highlight its relevance to marketing theory and practice. Based on extensions to his original work, the authors then develop some propositions that could be used to construct a research agenda to guide future initiatives in marketing. |
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