Publication Date

2-2020

Document Type

Conference Proceeding

Publication Title

AMA Winter Academic Conference

Volume

31

Keywords

customer acquisition, relationship marketing, prior win, prior loss

Comments

Salespeople in business-to-business markets often face the situation of losing contracts from potential customers. Previous research on customer acquisition and relationship marketing primarily focused on factors that affect the closing of a sale. However, little is known about how salespeople deal in situations where they are required to close a second and hence, subsequent deals with previous customers. Most importantly, previous research fails to address how situations and processes for salespeople change when they have a prior win. The authors investigate this important issue using CRM data collected from a large midwest USA based organization. The authors show how prior history impacts customers’ buying decisions during subsequent negotiations. More importantly, authors show that recent history has a significant impact even after controlling for overall prior history during negotiations. The authors attempt to elaborate this through the moderating effects of prior win/loss history and recent win/loss on the proposed relationships between current win/loss and Activity Intensity, Activity Proactiveness, and Informal Mode of Communication.

Department

Marketing and Business Analytics

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