A longitudinal study of online non-relationship intentions
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.
Year of publication: |
2008
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Authors: | Ha, Hong-Youl ; Janda, Swinder |
Published in: |
The Service Industries Journal. - Taylor & Francis Journals, ISSN 0264-2069. - Vol. 31.2008, 3, p. 343-354
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Publisher: |
Taylor & Francis Journals |
Saved in:
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