CUSTOMER RECOVERY
Experimental research of China´s mobile phone markets
Bayesian estimation
Real data
Apology based services
The least efficient
Lower accumulation intensity.
The customer doesn't like it
Compensation based service
Moderate impact
Stable time
The customer really like it
Customer experience accumulates over time
Customer satisfaction control variables
The influence of the marketing actions of the CM company.
Control of market competition
Marketing mix
Analysis of data
Observe and analyze how to recover customer satisfaction
¿What activities the company have to do?
¿What estrategic they have to create?
¿When the goal is completed?
¿What activities are the most efficient or the worst?
Service based on quality improvement
The most efficient
highest accumulation
The customer love it
Communication-based service
Mild resistance and magnitude.
The customer like it
Cognitive factors are more reliable than affective factors when clients make judgments
Quality improvement, compensation, and communications are
closer to cognitive factors, but apology is more related to affective factors