| Author | Nazifi, Amin |
| Call Number | AIT RSPR no.SM-09-10 |
| Subject(s) | Customer relations--Cross-cultural studies
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| Note | A research study submitted in partial fulfilment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Unprofitable customers may account for one third of the total customer base. That’s why companies are now trying to identify their unprofitable customers and treat them accordingly. So CRM is no longer about making all customers happy, but rather treating them as they deserve it. These treatment ranges from offering loyalty programmes for retention of profitable customers to divestment (or disengagement) of unprofitable customers. Companies can achieve customers’ disengagement through different strategies. They can, for instance, adapt “cost escalation” which involves imposing additional costs on unwanted customers. Another strategy, “withdrawal”, aims at reducing intimacy of contact with undesirable customers. As opposed to these two indirect strategies, “fait accompli” is a direct strategy in which a company openly tells the customer that it wants to bring the relationship to an end. This study will compare different disengagement options across cultures to find out if disengagement strategy choice should vary across cultures. It will also try to find out if these divested customers would get involved in negative WOM and also to whether or not their perception of fairness towards divestment action would change when divestment is accompanied by a sound reason. |
| Year | 2009 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Dimmitt, Nicholas J.;Sununta Siengthai; |
| Scholarship Donor(s) | Asian Institute of Technology Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2009 |