TY - GEN
T1 - Exploring the positive and negative aspects of customer-brand relationships
T2 - World Marketing Congress (16th: 2013)
AU - Bowden, Jana Lay-Hwa
AU - Gabbott, Mark
N1 - Reprint from Original edition Proceedings of the 16th Biennial World Marketing Congress edited by Colin L. Campbell and Junzhao (Jonathon) Ma. Copyright © Academy of Marketing Science 2013
PY - 2016
Y1 - 2016
N2 - Conceptualizations of customer-brand relationships have tended to focus on relationship development and maintenance (e.g., Fournier, 1998; Palmatier et al. 2006). However, it has been noted that focusing on only the more positive aspects of relationship development and engagement, instead of examining this in tandem with the process of relationship termination, risks the creation of a schism in our understanding of customer-brand relationships (Bendapudi & Berry 1997). Morgan and Hunt (1994, p. 33) have reiterated this point in noting that "just as medical science should understand both sickness and health, marketing science should understand both functional and dysfunctional relationships." It follows that if marketing firms are to continue to promote the development of engaged, long term relationships with their customer base then a more complete relationship development model which examines not only engagement, but also disengagement is required. This paper will focus on this important process.
AB - Conceptualizations of customer-brand relationships have tended to focus on relationship development and maintenance (e.g., Fournier, 1998; Palmatier et al. 2006). However, it has been noted that focusing on only the more positive aspects of relationship development and engagement, instead of examining this in tandem with the process of relationship termination, risks the creation of a schism in our understanding of customer-brand relationships (Bendapudi & Berry 1997). Morgan and Hunt (1994, p. 33) have reiterated this point in noting that "just as medical science should understand both sickness and health, marketing science should understand both functional and dysfunctional relationships." It follows that if marketing firms are to continue to promote the development of engaged, long term relationships with their customer base then a more complete relationship development model which examines not only engagement, but also disengagement is required. This paper will focus on this important process.
KW - Engagement Process
KW - Relationship Development
KW - Service Experience
KW - Service Failure
KW - Service Performance
UR - http://www.scopus.com/inward/record.url?scp=85125263893&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-24184-5_128
DO - 10.1007/978-3-319-24184-5_128
M3 - Conference proceeding contribution
AN - SCOPUS:85125263893
SN - 9783319241821
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 512
EP - 514
BT - Looking forward, looking back: drawing on the past to shape the future of marketing
A2 - Campbell, Colin
A2 - Ma, Junzhao Jonathon
PB - Springer Nature
CY - Cham
Y2 - 17 July 2013 through 20 July 2013
ER -