Relationship fading in business-to-consumer context

Joanna Pokorska; Andrew Farrell; Heiner Evanschitzky; Kishore Pillai

Relationship fading in business-to-consumer context

Joanna Pokorska, Andrew Farrell, Heiner Evanschitzky, Kishore Pillai

Marketing & Strategy

Research output: Chapter in Book/Published conference output › Conference publication

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 language	English
Title of host publication	EMAC 2013 : 42nd annual EMAC conference
Subtitle of host publication	lost in translation
Editors	Selime Sezgin, Elif Karaosmanoglu, Ayse B. Elmadag Bas
Publication status	Published - 2013
Event	42nd EMAC annual conference 2013 - Istanbul, Turkey Duration: 4 Jun 2013 → 7 Jun 2013

Conference

Conference	42nd EMAC annual conference 2013
Abbreviated title	EMAC 2013
Country/Territory	Turkey
City	Istanbul
Period	4/06/13 → 7/06/13
Other	42nd annual European Marketing Academy Conference

Keywords

fading
trajectory
relationship

Access to Document

Relationship fading in business-to-consumer contextAccepted author manuscript, 312 KB

4 Conference publication

Measuring social identity in interfunctional research in marketing
Dewsnap, B., Farrell, A. & Micevski, M., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).
Research output: Chapter in Book/Published conference output › Conference publication

Open Access
File
Student morningness-eveningness type and performance: does class timing matter?
Farrell, A., Sood, A., Dewsnap, B. & Schmitt, J., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).
Research output: Chapter in Book/Published conference output › Conference publication

Open Access
File
We want drama! The effect of online conflict on social capital in online communities of consumption
Sibai, O., Farrell, A., Rudd, J. & de Valck, K., 2013, EMAC 2013 : 42nd annual EMAC conference: lost in translation. Sezgin, S., Karaosmanoglu, E. & Elmadag Bas, A. B. (eds.).
Research output: Chapter in Book/Published conference output › Conference publication

Open Access
File

Cite this

@inproceedings{b8a14daaac9f4aae84c80536ac8627e6,

title = "Relationship fading in business-to-consumer context",

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{\textquoteright} willingness to continue a relationship with a company. Therefore it may help to elucidate the {\textquoteleft}unexplained{\textquoteright} 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.",

keywords = "fading, trajectory, relationship",

author = "Joanna Pokorska and Andrew Farrell and Heiner Evanschitzky and Kishore Pillai",

year = "2013",

language = "English",

isbn = "978-9944-380-10-2",

editor = "Selime Sezgin and Elif Karaosmanoglu and {Elmadag Bas}, {Ayse B.}",

booktitle = "EMAC 2013 : 42nd annual EMAC conference",

note = "42nd EMAC annual conference 2013, EMAC 2013 ; Conference date: 04-06-2013 Through 07-06-2013",

}

TY - GEN

T1 - Relationship fading in business-to-consumer context

AU - Pokorska, Joanna

AU - Farrell, Andrew

AU - Evanschitzky, Heiner

AU - Pillai, Kishore

PY - 2013

Y1 - 2013

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.

KW - fading

KW - trajectory

KW - relationship

M3 - Conference publication

SN - 978-9944-380-10-2

BT - EMAC 2013 : 42nd annual EMAC conference

A2 - Sezgin, Selime

A2 - Karaosmanoglu, Elif

A2 - Elmadag Bas, Ayse B.

T2 - 42nd EMAC annual conference 2013

Y2 - 4 June 2013 through 7 June 2013

ER -

Relationship fading in business-to-consumer context

Abstract

Conference

Keywords

Access to Document

Fingerprint

Research output

Measuring social identity in interfunctional research in marketing

Student morningness-eveningness type and performance: does class timing matter?

We want drama! The effect of online conflict on social capital in online communities of consumption

Cite this