In this paper, we discuss the concept of risk in customer relationships and derive simple metrics that allow for a customer segmentation which focuses on the dynamics of the customer lifecycle. We propose that a customer's trend in revenues as well as her temporal inactivity over time adequately...

Zwischen 50% und 80% der unzufriedenen Kunden beschweren sich in der Regel nicht direkt beim Unternehmen, sondern geben eventuelle negative Erfahrungen direkt an Freunde und Bekannte weiter. Hierdurch wird den Unternehmen letztlich die Möglichkeit der Einflussnahme genommen. Dabei ist jedoch...

Most consumer morality studies focus on consumer immorality, i.e. different types and degrees of consumer dishonesty or deviance. This paper follows this tradition, by looking at insurance customer dishonesty. For looking at insurance customer dishonesty in a wider perspective, the paper drafts...

While existing literature acknowledges positive effects of satisfaction and economic switching barriers for building customer loyalty, studies analyzing interactions of these antecedents reveal mixed findings. Prior research does not consider, as antecedents of switching barriers, either habits...

Consumers’ conceptions of a market's institutional logic affect mechanisms of firm–consumer relationships, but are generally neglected in comparative studies of international marketing. This study bridges institutional and relationship marketing theories to examine two questions: do...

Purpose – Enhancing customer participation behaviour (CPB) is critical for service firms. However, in a global context, cultural and local market factors are relevant. The purpose of this paper is to detail how and why global service firms can and should account for such factors. Prior...