Negative Relationship Intentions on the Web

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Hong-Youl Ha
• 간행물 정보: 『아태비즈니스연구』제4권 제1호, 31~42쪽, 전체 12쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2013.06.30

영문 초록

This study aims at discovering the reasons why some customers do not want a relationship. In line with this observation, this paper explores customers’ future relation-ship intentions according to the reasons identified. Based upon a qualitative methodology by way of in depth interviews, we have identified seven factors (e.g., passive loyalty, negative experience, relevance, negative indifference, positive indifference, and emotional value) that lead a consumer not wanting to maintain an ongoing relationship with a company. In Study 2, the author attempts to reveal the effects of each factor over time. The findings show that psychological motivations are useful in improving CRM performance.

목차

Introduction

Understanding The Relationships Between Parties

Methodology

Data Analysis for Separating Groups

Results

Stimuli and Procedure

General Discussion

Limitations and Future Research

Conclusion

키워드

CRM Relationship Intention New Relation-ship Customer