Exploring the post-termination stage of consumer-brand relationships: An empirical investigation of the premium car market

G.J. Odekerken-Schröder, T. Hennig-Thurau, A Knaevelsrud

Research output: Contribution to journalArticleAcademicpeer-review

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 tor 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

Original languageEnglish
Pages (from-to)372-385
Number of pages14
JournalJournal of Retailing
Volume86
Issue number4
DOIs
Publication statusPublished - Dec 2010

Keywords

  • Retail patronage
  • Post relationships
  • Relationship termination
  • Grounded theory
  • Regain management
  • Car industry
  • CATPCA
  • Cluster analysis Exact logistic regression
  • LOST CUSTOMERS
  • EX-SPOUSES
  • SERVICE
  • PERSPECTIVE
  • DISSOLUTION
  • INDUSTRIES
  • FRIENDSHIP
  • PATRONAGE
  • FAILURES
  • EMOTION

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