This study aims at discovering the reasons why some customers do not want a relationship. In line with this observation, this paper explores customers’ future relation-ship intentions according to the reasons identified. Based upon a qualitative methodology by way of in depth interviews, we have identified seven factors (e.g., passive loyalty, negative experience, relevance, negative indifference, positive indifference, and emotional value) that lead a consumer not wanting to maintain an ongoing relationship with a company. In Study 2, the author attempts to reveal the effects of each factor over time. The findings show that psychological motivations are useful in improving CRM performance.
Understanding The Relationships Between Parties
Data Analysis for Separating Groups
Stimuli and Procedure
Limitations and Future Research