Relationship fading in business-to-consumer context

Joanna Pokorska, Andrew Farrell, Heiner Evanschitzky, Kishore Pillai

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

The objective of this paper is to explain the phenomenon of relationship fading in a business-to-consumer (B2C) context and to identify the key antecedents and drivers in this process. Fading relates to a gradual decline in consumers’ willingness to continue a relationship with a company. Therefore it may help to elucidate the ‘unexplained’ relationship dissolution and customer defection. Led by an assumption that a relationship between a consumer and a brand
is like the one between individuals, the paper proposes that the trajectory of relationship fading reflects disaffection processes similar to the ones suggested in marital and romantic relationships between individuals. Stages of the fading process and their characteristics are presented. Academic and practical implications are subsequently presented.
Original languageEnglish
Title of host publicationEMAC 2013 : 42nd annual EMAC conference
Subtitle of host publicationlost in translation
EditorsSelime Sezgin, Elif Karaosmanoglu, Ayse B. Elmadag Bas
Publication statusPublished - 2013
Event42nd EMAC annual conference 2013 - Istanbul, Turkey
Duration: 4 Jun 20137 Jun 2013

Conference

Conference42nd EMAC annual conference 2013
Abbreviated titleEMAC 2013
CountryTurkey
CityIstanbul
Period4/06/137/06/13
Other42nd annual European Marketing Academy Conference

Fingerprint

Fading
Dissolution
Willingness
Trajectory

Keywords

  • fading
  • trajectory
  • relationship

Cite this

Pokorska, J., Farrell, A., Evanschitzky, H., & Pillai, K. (2013). Relationship fading in business-to-consumer context. In S. Sezgin, E. Karaosmanoglu, & A. B. Elmadag Bas (Eds.), EMAC 2013 : 42nd annual EMAC conference: lost in translation
Pokorska, Joanna ; Farrell, Andrew ; Evanschitzky, Heiner ; Pillai, Kishore. / Relationship fading in business-to-consumer context. EMAC 2013 : 42nd annual EMAC conference: lost in translation. editor / Selime Sezgin ; Elif Karaosmanoglu ; Ayse B. Elmadag Bas. 2013.
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Pokorska, J, Farrell, A, Evanschitzky, H & Pillai, K 2013, Relationship fading in business-to-consumer context. in S Sezgin, E Karaosmanoglu & AB Elmadag Bas (eds), EMAC 2013 : 42nd annual EMAC conference: lost in translation. 42nd EMAC annual conference 2013, Istanbul, Turkey, 4/06/13.

Relationship fading in business-to-consumer context. / Pokorska, Joanna; Farrell, Andrew; Evanschitzky, Heiner; Pillai, Kishore.

EMAC 2013 : 42nd annual EMAC conference: lost in translation. ed. / Selime Sezgin; Elif Karaosmanoglu; Ayse B. Elmadag Bas. 2013.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

TY - GEN

T1 - Relationship fading in business-to-consumer context

AU - Pokorska, Joanna

AU - Farrell, Andrew

AU - Evanschitzky, Heiner

AU - Pillai, Kishore

PY - 2013

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N2 - The objective of this paper is to explain the phenomenon of relationship fading in a business-to-consumer (B2C) context and to identify the key antecedents and drivers in this process. Fading relates to a gradual decline in consumers’ willingness to continue a relationship with a company. Therefore it may help to elucidate the ‘unexplained’ relationship dissolution and customer defection. Led by an assumption that a relationship between a consumer and a brandis like the one between individuals, the paper proposes that the trajectory of relationship fading reflects disaffection processes similar to the ones suggested in marital and romantic relationships between individuals. Stages of the fading process and their characteristics are presented. Academic and practical implications are subsequently presented.

AB - The objective of this paper is to explain the phenomenon of relationship fading in a business-to-consumer (B2C) context and to identify the key antecedents and drivers in this process. Fading relates to a gradual decline in consumers’ willingness to continue a relationship with a company. Therefore it may help to elucidate the ‘unexplained’ relationship dissolution and customer defection. Led by an assumption that a relationship between a consumer and a brandis like the one between individuals, the paper proposes that the trajectory of relationship fading reflects disaffection processes similar to the ones suggested in marital and romantic relationships between individuals. Stages of the fading process and their characteristics are presented. Academic and practical implications are subsequently presented.

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KW - trajectory

KW - relationship

M3 - Conference contribution

SN - 978-9944-380-10-2

BT - EMAC 2013 : 42nd annual EMAC conference

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Pokorska J, Farrell A, Evanschitzky H, Pillai K. Relationship fading in business-to-consumer context. In Sezgin S, Karaosmanoglu E, Elmadag Bas AB, editors, EMAC 2013 : 42nd annual EMAC conference: lost in translation. 2013