Factors Driving Customer Win-back for E-commerce Enterprises
——A Logistic Regression Analysis Based on the Field Survey Data LI Jing-qiang1 and LIU Feng-jun2
（1. Beijing Wuzi University，Beijing101149，China；2.Renmin University of China，Beijing100872，China） Abstract：With the rapid development of online consumption in China，competition among e- commerce enterprises has become more fierce；win-back of lost customer，the important content of Customer Relation Management (CRM)，has become the hot issue in e- commerce enterprises’CRM. Based on 451 field survey questionnaires data and the logistic regression analysis，it is found that：the lost customers’demographic characteristics，the first- lifetime experiences and behaviors，the reason for defection，and the nature of the win-back offer are all related to the likelihood of their reacquisition. The results also show that：young，highly educated male customers are more likely to be won back，while female customers with high income are harder；customers with longer first- lifetime experience，longer stay time，and longer break- in period will be easier to be won back；and price promotion and relationship investment strategy is still effective to the win- back of lost customers. To better improve CRM and improve the performance of customer win-back，we should，first，further improve customer related material in CRM database，do a better job in customer profile related Big Data；second，we should establish the perfect data management system，and carry out periodic win-back activities；third，we should divide lost customers into different classes，and adopt the suitable strategies；and fourth，we should continuously improve commodity and service quality based on the essence of consumption upgrading.
Key words：e-commerce enterprises；customer defection；customer win-back；win-back offer；Logistic Regression Model