Is Customer Recovery Management in Retail Banking Worth the Investment? Lessons from the Field
Is Customer Recovery Management in Retail Banking Worth the Investment? Lessons from the Field Felix Hübnera* Tim Alexander Herbergerb & Michel Charifzadehc Version: January 2021 Abstract Due to the increased willingness of private retail banking customers to switch and churn their banking relation- ships, a question arises: Is it possible to win back lost customers, and if so, is such a possibility even desirable after all economic factors have been considered? To answer these questions, this paper examines selected determinants for the recovery of terminated customer–bank relationships from the perspective of former customers. From the results, a correlation is shown between the willingness to resume a banking relationship and some specific deter- minants: seeking variety, attractiveness of alternatives and customer satisfaction with the former business relation- ship. In addition, we show that a customer’s intention to return varies depending on the reason for churn and is greater when the customer defected for reasons that lie within the scope of the customer himself. The results also show that the chances for successful customer recovery management are rather low for retail banks that charge a fee for account services. JEL Classification: G20, G21, G29 Key Words: Retail Banking, Relationship Marketing, Dissonance Theory, Customer Recov- ery Management a Associate Researcher and Chair of Business Administration, especially Entrepreneurship, Finance and Digitali- zation, Andrássy University, Budapest, Hungary. b Associate Professor and Head of Chair of Business Administration, especially Entrepreneurship, Finance and Digitalization, Andrássy University, Budapest, Hungary. c Professor at the ESB Business School, Reutlingen University, Reutlingen, Germany. * Correspondence address: Chair of Business Administration, especially Entrepreneurship, Finance and Digitali- zation, Andrássy University Budapest, Pollack Mihály tér 3, 1088 Budapest, Hungary.
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