A longitudinal study of online non-relationship intentions

Hong-Youl Ha and Swinder Janda

The Service Industries Journal, 2008, vol. 31, issue 3, 343-354

Abstract: In their eagerness to develop relationships with customers, some marketers often overlook the fact that not all consumers may be interested in maintaining a relationship with the firm. In this research, the authors develop a theoretical model as to why many customers do not wish to maintain a relationship with e-businesses and test the model over time. The results show that consumer-relationship value perceptions affect non-relationship intentions. Moreover, even though non-relationship intentions in a certain time period do not directly affect non-relationship intentions in the immediate future time period, promotion events may play a mediating role in this relationship.

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:31:y:2008:i:3:p:343-354

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DOI: 10.1080/02642060802712772

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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