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Paper info: An examination of why business customers return to previously fired suppliers

Title


An examination of why business customers return to previously fired suppliers

Authors


Mark P. Leach, Annie H. Liu and Stephanie A. Oneto

Place of Publication


The paper was published at the 34th IMP-conference in Sri Lanka in 2018.

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Abstract


Salespeople are often working to reacquire their previously fired customers. In this study, we examine what factors drive customers to switch-back to suppliers that they have replaced. By understanding how switch-back decisions are made, salespeople may be better able to conduct effective reacquisition activities. A sample of purchasing agents were surveyed to test the proposed model. Findings suggest that salespeople and sales organizations can influence switching back behavior and the reacquisition of lost customers. Value, Dissatisfaction, Risk, Advocacy are important to switch back behaviors when switching costs are low. When switching costs are high decisions can still be driven by risk, price, and advocacy