Exploring the post-termination stage of consumer–brand relationships: An empirical investigation of the premium car market |
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Authors: | Gaby Odekerken-Schrder Thorsten Hennig-Thurau Anne Berit Knaevelsrud |
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Institution: | a Maastricht University, School of Business and Economics, Department of Marketing & Supply Chain Management, P.O. Box 616, 6200 MD Maastricht, The Netherlands;b University of Muenster, Marketing Center Muenster, Am Stadtgraben 13-15, 48143 Muenster, Germany;c Cass Business School, Department of Management, 106 Bunhill Row, London EC1Y 8TZ, UK;d Bauhaus-University of Weimar, Faculty of Media, Helmholtzstraße 15, 99425 Weimar, Germany |
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Abstract: | This research extends customer lifecycle models to include a post-termination stage that bridges the dissolution stage of a consumer–brand relationship with a potential recovery stage. Drawing from 43 depth interviews with former customers of a car brand, this study relies on grounded theory and triangulation to explore consumer responses in the post-termination stage and finds evidence for both negative and positive customer responses after dissolution. The authors combine qualitative techniques with categorical principal component analysis (CATPCA) to explore the dimensionality of post-termination responses and extract relationship-related and termination-related response dimensions. They use these dimensions to identify four distinct post-termination customer clusters, which differ systematically with the customer's termination reasons, as demonstrated through a series of exact logistic regressions. In addition to providing evidence of a post-termination stage, this study offers implications for customer relationship management. |
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Keywords: | Retail patronage Post relationships Relationship termination Grounded theory Regain management Car industry CATPCA Cluster analysis Exact logistic regression |
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