Keeping Existing Customers is NOT Always Better than Acquiring New Ones!

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Customer Loyalty > Forum > Keeping Existing Customers is NOT Always Better than Acquiring New Ones!

Keeping Existing Customers is NOT Always Better than Acquiring New Ones!
Annalisa Cordoba, Manager, Spain, Member
A fundamental assumption of customer loyalty models is that keeping existing customers is less expensive than acquiring new ones. Buchanan and Gilles (1990) provided several reasons why increased profitability is associated with customer retention efforts (see the summary of customer loyalty).
But I wonder, are there also circumstances in which keeping existing customers is equally or more expensive than acquiring new ones?
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Keeping Existing Customers is NOT Always Better
Jaap de Jonge, Management Consultant, Netherlands
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