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Why do customer relationships come to an end?

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Detalhes bibliográficos
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.
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

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