Defensive relationship marketing: Avoiding decreasing sales from customers in consumer goods mass markets
Enhancing customers' positive attitude towards a company does not exploit the whole potential of what can be done to increase sales. A more defensive approach focuses on the avoidance of customers' negative attitudes and behavior of withdrawal. Since research on this approach is scarce we...
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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
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Institutional Knowledge at Singapore Management University
2008
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| Subjects: | |
| Online Access: | https://ink.library.smu.edu.sg/lkcsb_research/7594 https://ink.library.smu.edu.sg/context/lkcsb_research/article/8593/viewcontent/2008_DefensiveRelationshipMarketing_pv.pdf |
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| Institution: | Singapore Management University |
| Language: | English |
| Summary: | Enhancing customers' positive attitude towards a company does not exploit the whole potential of what can be done to increase sales. A more defensive approach focuses on the avoidance of customers' negative attitudes and behavior of withdrawal. Since research on this approach is scarce we aim to contribute by developing a model of how retailers can avoid decreasing sales in consumer goods mass markets. According to our aim we focus on customers who have already begun to decrease their sales. Our results show that core performance and trust in the future performance are the silver bullets to avoid decreasing sales. |
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