The Effects of Prior Relationships on Consumer Retaliation

Yany Gregoire, Washington State University
Robert J. Fisher, University of Western Ontario
EXTENDED ABSTRACT - Consumers who have a strong relationship with a service provider or retailer represent a major source of profit. Strong relationship consumers are more profitable because they shop more regularly, spend more per visit, are willing to pay a premium on the products and services they buy, and cost less to serve. In addition, these consumers are known to actively promote the quality of the services received and to spread positive word-of-mouth to potential customers. As a result of these effects, relationship building has become a top priority for service firms.
[ to cite ]:
Yany Gregoire and Robert J. Fisher (2005) ,"The Effects of Prior Relationships on Consumer Retaliation", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 98-99.