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Title: Why do customer relationships come to an end?
Authors: Lopes, Luísa
Brito, Carlos Henrique
Alves, Helena
Keywords: Relationship dissolution
Relationship dynamics
Customer relationships
Relationship marketing (RM)
Services marketing
Issue Date: 2009
Publisher: EMAC Academic Resource Portal
Citation: Lopes, Luísa; Brito, Carlos; Alves, Helena (2009) - Why do Customer Relationships Come to an End? In 38th European Marketing Academy Conference. Nantes
Abstract: 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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Appears in Collections:CEJ - Artigos em Proceedings Não Indexados ao ISI/Scopus

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