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Relationship Marketing - A Client Relationship Lifecycle Perspective - Theoretical Considerations On The Client Regaining Phase



    (Lucian Blaga University of Sibiu)


The purpose of this paper is to detail the relationship marketing theory by considering the client relationship lifecycle perspective, in general, and the regaining/dissolution phase, in particular. According to the specific literature, the last phase of a client-company relationship can either improve (re-winning or regaining phase) or end the relationship (dissolution phase). In this regard, the author presents the motives for which a client ends his relationship with the company and the means which the company can use in order to reduce the customer churn rate. Moreover, forms of the clients' complaining and revenge behaviour are described, as well as the companies' alternatives for managing them.

Suggested Citation

  • TICHINDELEAN Mihai, 2015. "Relationship Marketing - A Client Relationship Lifecycle Perspective - Theoretical Considerations On The Client Regaining Phase," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(5), pages 116-124, September.
  • Handle: RePEc:blg:reveco:v:67:y:2015:i:5:p:116-124

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    More about this item


    relationship marketing; client relationship lifecycle; regaining phase; dissolution phase;

    JEL classification:

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


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