Publicação
Why do customer relationships come to an end?
| Resumo: | The phenomenon of relationship ending has received, recently, an increased attention of marketing researchers, but is still in its initial stage. Marketing managers know that success depends not only on acquiring and maintaining customers, but also on reducing their defection rate. By knowing more about nature, elements, stages and factors involved in this process, it will be easier to predict customer defection at an early stage and to regain lost customers. This is a theoretical paper that presents and discusses a literature search carried out in order to find and analyse empirical studies that propose factors, reasons, antecedents, or others, that influence ending in consumer services. A categorization is presented with three types of reasons connected with ending processes. |
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| Autores principais: | Lopes, Luisa |
| Outros Autores: | Brito, Carlos; Alves, Helena |
| Assunto: | Relationship dissolution Switching Ending Relationship dynamics Customer relationships Relationship marketing (RM) Services marketing |
| Ano: | 2009 |
| País: | Portugal |
| Tipo de documento: | comunicação em conferência |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Instituto Politécnico de Bragança |
| Idioma: | inglês |
| Origem: | Biblioteca Digital do IPB |
| Resumo: | The phenomenon of relationship ending has received, recently, an increased attention of marketing researchers, but is still in its initial stage. Marketing managers know that success depends not only on acquiring and maintaining customers, but also on reducing their defection rate. By knowing more about nature, elements, stages and factors involved in this process, it will be easier to predict customer defection at an early stage and to regain lost customers. This is a theoretical paper that presents and discusses a literature search carried out in order to find and analyse empirical studies that propose factors, reasons, antecedents, or others, that influence ending in consumer services. A categorization is presented with three types of reasons connected with ending processes. |
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