Analyse von Kundenabwanderungen — Forschungsstand, Erklärungsansätze, Implikationen

  • Manfred Bruhn
  • Silke Michalski
Abwanderung Kundenabwanderungsprozesse Kundenbindung Kundenrückgewinnung Relationship Marketing Switching-Path-Methode 


In recent years, the phenomenon of relationship ending has received increasing attention from marketing researchers. This article contributes to this research area by developing a process-oriented model of relationship ending. It was empirically examined combining qualitative and quantitative data from retail banking. The research illustrates, that relationship ending can be explained in terms of characteristics, phases and types of the process. As a result, the MPT-model will be introduced.


Churn Analysis Customer Switching Exit Relationship Dissolution Relationship Ending Switching Path Analysis Switching Processes 


M3 M31 


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Copyright information

© Schmalenbach-Gesellschaft.eV. 2003

Authors and Affiliations

  1. 1.Wirtschaftswissenschaftlichen ZentrumUniversität BaselBaselSchweiz
  2. 2.Competence Centers Dienstleistungsmarketing und -managementHochschule für Wirtschaft (HSW), LuzernLuzernSchweiz

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