Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers
Our research examines how existing (loyal) customers react to new customer promotions. We find that offering exclusive perks and benefits to new customers heightens feelings of betrayal among existing customers, ultimately leading to greater switching intentions. Thus, focusing promotional efforts on customer acquisition versus retention may be risky.
Citation:
Nari Yoon, Jenny Olson, and Adam Duhachek (2019) ,"Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 152-157.
Authors
Nari Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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