Fight or flight?: Understanding customer response to CRM tactics
Andrew Baker and
Naveen Donthu
Journal of Global Scholars of Marketing Science, 2021, vol. 31, issue 3, 318-336
Abstract:
A successful CRM strategy sometime requires the firm to unilaterally restructure parts of the exchange relationship with existing customers. This reallocation of marketing resources benefits many customers, although less profitable customer segments are likely to be adversely impacted by such policies. In this study we shed light on the marketing relationship factors that shape how consumers respond to CRM activities involving negative policy changes. The theoretical model tested showed that the level of switching costs and situational self-efficacy modify the behavioral response (acceptance, resistance, and defection) consumers have to negative policy changes.
Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1)
Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2020.1808839 (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:31:y:2021:i:3:p:318-336
Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20
DOI: 10.1080/21639159.2020.1808839
Access Statistics for this article
Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park
More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().