Abstract：The current research examines the impact of relationship quality on the win-back intention of defected customers, moderating roles of transgressions in the relation between relationship quality and win-back intention and mediating roles of perceived betrayal in the above process from the perspective of transgressions by two experiments. The results show that relationship quality plays a key role in customers’ win-back intention. Specifically, transgressions moderate the effects of relationship quality on perceived betrayal and on customers’ win-back, and when the company has control (vs. uncontrol) over the transgression, relationship quality negatively (vs. positively) affects the customers’ win-back intention. The study also verifies that perceived betrayal mediates the above moderation. Furthermore, the study investigates the different effects of win-back strategies on customers’ win-back intention. For customers with high relationship quality, an apology strategy is more effective than monetary compensation in the context of controllable transgression.
刘苇，王宗水，赵红. 顾客流失前与企业的关系质量对赢回意向的影响研究[J]. 管理学报, 2020, 17(6): 891-.
LIU Wei，WANG Zongshui，ZHAO Hong. The Impact of Relationship Quality before Customer Defection on Win-Back Intention. Chinese Journal of Management, 2020, 17(6): 891-.
