The Abandonment of Unprofitable Customer Relationships: an Analysis of Emotional Reactions

The proactive termination of customer relationships that lack profitability (“unprofitable customer abandonment”) has previously been discussed in academic literature. Based on an online experiment conducted with 428 US customers this study investigates emotional and behavioral reactions to this customer relationship management (CRM) strategy among existing customers the abandoning firm would like to retain.



Citation:

Michael Haenlein and Andreas M. Kaplan (2011) ,"The Abandonment of Unprofitable Customer Relationships: an Analysis of Emotional Reactions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Michael Haenlein, ESCP Europe, France
Andreas M. Kaplan, ESCP Europe, France



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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