Types of Customer Relationship Ending Processes
Abstract:In recent years, the phenomenon of relationship ending has received increased attention from marketing researchers. However, research in the area of relationship ending is in its infant stages. Based on a qualitative research study, this article contributes to this new research area by identifying, describing and explaining different types of customer relationship ending. Six types are presented: forced, sudden, creeping, optional, involuntary, and planned ending. Knowledge about types of customer relationship ending is important for marketing managers in order to develop different strategies and actions to regain lost customers.
Document Type: Research Article
Publication date: November 1, 2004