Determinants of ex-customer winback in financial services

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)


Financial services play important roles in consumers' lives, and switching providers is a relatively onerous task, but customers often terminate their relationships with a provider. How can a provider best regain lost customers, and what are the determinants of ex-customer winback? Using data from a financial services provider, this research examines 11 factors occurring before, during and after a termination, to study their influence on consumers' propensity to revive a relationship with a previously abandoned service provider. The results indicate that income and variety-seeking preferences are negatively correlated with a customer's likelihood of considering the former brand in the future. Positive associations and evaluations of the former brand are positively correlated with the winback potential. The results can guide managers of financial service providers as to the most significant factors to be analysed in estimating the chances of winning back a lost customer.

Original languageEnglish
Pages (from-to)1-6
Number of pages6
JournalJournal of Retailing and Consumer Services
Publication statusPublished - Sep 2016
Externally publishedYes


  • Customer winback
  • Defection
  • Ex-customers


Dive into the research topics of 'Determinants of ex-customer winback in financial services'. Together they form a unique fingerprint.

Cite this