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Exploring the post-termination stage of consumer–brand relationships: An empirical investigation of the premium car market

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  • Odekerken-Schröder, Gaby
  • Hennig-Thurau, Thorsten
  • Knaevelsrud, Anne Berit

Abstract

This research extends customer lifecycle models to include a post-termination stage that bridges the dissolution stage of a consumer–brand relationship with a potential recovery stage. Drawing from 43 depth interviews with former customers of a car brand, this study relies on grounded theory and triangulation to explore consumer responses in the post-termination stage and finds evidence for both negative and positive customer responses after dissolution. The authors combine qualitative techniques with categorical principal component analysis (CATPCA) to explore the dimensionality of post-termination responses and extract relationship-related and termination-related response dimensions. They use these dimensions to identify four distinct post-termination customer clusters, which differ systematically with the customer's termination reasons, as demonstrated through a series of exact logistic regressions. In addition to providing evidence of a post-termination stage, this study offers implications for customer relationship management.

Suggested Citation

  • Odekerken-Schröder, Gaby & Hennig-Thurau, Thorsten & Knaevelsrud, Anne Berit, 2010. "Exploring the post-termination stage of consumer–brand relationships: An empirical investigation of the premium car market," Journal of Retailing, Elsevier, vol. 86(4), pages 372-385.
    • Handle: RePEc:eee:jouret:v:86:y:2010:i:4:p:372-385
    DOI: 10.1016/j.jretai.2010.09.004
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    References listed on IDEAS

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    Cited by:

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    2. Mansur Khamitov & Yany Grégoire & Anshu Suri, 2020. "A systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 519-542, May.
    3. Azemi, Yllka & Ozuem, Wilson & Wiid, Ria & Hobson, Ana, 2022. "Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
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    5. Fenfang Lin & Wai-Sum Siu, 2020. "Exploring brand management strategies in Chinese manufacturing industry," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 48-76, January.
    6. Zhang, Lei & Tong, Hangyan & Liang, Yuqing & Qin, Quande, 2023. "Consumer purchase intention of new energy vehicles with an extended technology acceptance model: The role of attitudinal ambivalence," Transportation Research Part A: Policy and Practice, Elsevier, vol. 174(C).

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