The mismanagement of customer loyalty.

By W. Reinartz, V. Kumar. Harvard Business Review, 2002

897 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/d0c521469b89d6d8e5ee9e5b7893df478b6bb49f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

Citations in the corpus

Modeling Customer Lifetime Value (2006, background): “Reinartz and Kumar (2002) further contradicted Reichheld based on their research findings of weak to moderate correlation (.2 to .45) between customer tenure and profitability across four data sets.”
A Theory of Customer Valuation: Concepts, Metrics, Strategy, and Implementation (2018, methodology): “In this regard, Reinartz and Kumar (2002) found that (1) loyal customers do not cost less to serve, (2) loyal customers consistently paid lower prices, and (2) customers who were attitudinally and behaviorally loyal were more likely to be active word-of-mouthmarketers than thosewhowere only…”
A Model to Determine Customer Lifetime Value in a Retail Banking Context (2007, background): “…relationship between lifetime and profitability may be more complex than Reichheld and Sasser assumed, especially in non-contractual relationships (Reinartz and Kumar, 2002; Reinartz and Kumar, 2000), it has nourished the idea that market-based assets, such as cus- tomer relationships, can lead…”
Modeling Customer Loyalty from an Integrative Perspective of Self-Determination Theory and Expectation–Confirmation Theory (2009, background): “Even though Reinartz and Kumar (2000, 2002) questioned the relationship marketing theory whereby not all loyal customers are profitable in few specific cases, their perspective might partially reflect the reality given their databases cover a short period of time.”
Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries (2005, background): “For example, customers are often included in 360-degree performance appraisals or in the process of product innovation and development (see Reinartz & Kumar, 2002, for an illustration).”
Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development (2003, background): “An intense interest in customer relationships is also apparent in marketing practice and is most evident in firms’ significant investments in customer relationship management (CRM) systems (Kerstetter 2001; Reinartz and Kumar 2002; Winer 2001).”
Does customer satisfaction lead to profitability (2005, background): “This fits with a growing disenchantment by both researchers and practitioners with using retention as the ultimate measure of loyalty, or as the best means of projecting profitability from service improvement efforts (Carroll, 1991-1992; Carroll and Rose, 1993; Coyles and Gokey, 2002; Reinartz and K”
Are Product Returns a Necessary Evil? Antecedents and Consequences (2009, background): “As a result of stronger attitudinal loyalty, the customer is likely to purchase even more from the firm because he or she is comfortable returning any product that does not fit his or her needs (Reinartz and Kumar 2002).”
Using a customer-Level marketing strategy to enhance firm performance: A review of theoretical and empirical evidence (2005, background): “While many managers have felt in the past that the most profitable customers in the firm are the loyal customers, a recent article by Reinartz and Kumar (2002) shows that the most loyal customers are not necessarily the most profitable.”