haku: @journal_id 446 / yhteensä: 1152
viite: 22 / 1152
| Tekijä: | Bruhn, M. Michalski, S. |
| Otsikko: | Analyse von Kundenabwanderungen - Forschungsstand, Erklärungsansätze, Implikationen |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
2003 : AUG, VOL. 55:5, p. 431-454 |
| Asiasana: | Marketing research Consumer research |
| Kieli: | ger |
| Tiivistelmä: | In recent years, the phenomenon of relationship ending has received increasing attention from marketing researchers. This article contributes to this research area by developing a process-oriented model of relationship ending. It was empirically examined combining qualitative and quantitative data from retail banking. The research illustrates that relationship ending can be explained in terms of characteristics, phases and types of the process. As a result, the MPT-model will be introduced. |
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