Analyse von Kundenabwanderungen — Forschungsstand, Erklärungsansätze, Implikationen

Manfred Bruhn () and Silke Michalski ()
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Manfred Bruhn: Universität Basel
Silke Michalski: Hochschule für Wirtschaft (HSW), Luzern

Schmalenbach Journal of Business Research, 2003, vol. 55, issue 5, 431-454

Abstract: Summary 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.

Keywords: M3; M31; Churn Analysis; Customer Switching; Exit; Relationship Dissolution; Relationship Ending; Switching Path Analysis; Switching Processes; Abwanderung; Kundenabwanderungsprozesse; Kundenbindung; Kundenrückgewinnung; Relationship Marketing; Switching-Path-Methode (search for similar items in EconPapers)
Date: 2003
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:spr:sjobre:v:55:y:2003:i:5:d:10.1007_bf03372712

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DOI: 10.1007/BF03372712

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