Customer loyalty management and restructuring success

Daniela Lehr

2006

Restructuring a company generally begins with consolidation from the inside. The company's costs are of primary concern and the customer gets somewhat neglected, which hurts sales. If this can't be compensated for by cutting costs, a vicious circle of consolidation can develop.

Daniela Lehr examines whether and under what conditions customer loyalty management can help avoid losing sales revenue. Based on the theoretical success factors of restructuring and customer loyalty management, she develops an integrated impact model and empirically evaluates this using cases studies. These studies show that the successful combination of restructuring and customer loyalty actions depends on the company's particular situation. Lehr develops different practical courses of actions for the various situations that companies encounter.