Defensive relationship marketing: Avoiding decreasing sales from customers in consumer goods mass markets

• Main Authors: MOELLER, Sabine, FASSNACHT, Martin, KLOSE, Sonja
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2008
• Subjects: Defensive Relationship Marketing; Mass markets; Retailing; Marketing; Sales and Merchandising
• 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
• Institution: Singapore Management University

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...