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Types of Customer Relationship Ending Processes

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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.

Keywords: CUSTOMER RELATIONSHIP ENDING; SWITCHING-PATH-ANALYSIS-TECHNIQUE (SPAT); TYPES OF CUSTOMER ENDING PROCESSES

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/0267257042405222

Publication date: November 1, 2004

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