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Relationship Marketing - A Client Relationship Lifecycle Perspective - Theoretical Considerations On The Client Acquisition And Retention Phase



    (Lucian Blaga University of Sibiu)


The purpose of this paper is to review conceptually the first two phases of the client relationship lifecycle. In this regard, the author has structured the paper in two parts, the first one describing the client acquisition phase, and the second one the client retention phase. Thus, the client acquisition phase describes the actions undertaken by both the client and the company for starting an exchange relationship. Client retention is defined by using different theoretical surrogates (e.g. loyalty, rebuying behaviour), and determinants (e.g. satisfaction, social effects, anticipated regret of future use). Moreover, the dynamic character of this phase is taken in consideration by presenting the specific phases of the client-company relationship in accordance with the exchange and relationship marketing theories.

Suggested Citation

  • ȚICHINDELEAN Mihai, 2015. "Relationship Marketing - A Client Relationship Lifecycle Perspective - Theoretical Considerations On The Client Acquisition And Retention Phase," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(2), pages 161-175.
  • Handle: RePEc:blg:reveco:v:67:y:2015:i:2:p:161-175

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    References listed on IDEAS

    1. Zeelenberg, M., 1999. "Anticipated regret, expected feedback and behavioral decision-making," Other publications TiSEM 38371d1b-31fd-45b0-860f-b, Tilburg University, School of Economics and Management.
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    More about this item


    relationship marketing; client relationship lifecycle; acquisition phase; retention phase;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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