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Analyse von Kundenabwanderungen — Forschungsstand, Erklärungsansätze, Implikationen

  • Kundenabwanderungen
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Summary

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.

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Authors and Affiliations

  1. Wirtschaftswissenschaftlichen Zentrum, Universität Basel, Petersgraben 51, CH-4051, Basel, Schweiz

    Manfred Bruhn (Ordinarius für Betriebswirtschaftslehre, insbesondere Marketing und Unternehmensführung)

  2. Competence Centers Dienstleistungsmarketing und -management, Hochschule für Wirtschaft (HSW), Luzern, Zentralstraße 9, CH-6002, Luzern, Schweiz

    Silke Michalski (Ehemalige Mitarbeiterin am o.g. Lehrstuhl, Leiterin)

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  1. Manfred Bruhn
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  2. Silke Michalski
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Correspondence to Manfred Bruhn.

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Die Autoren danken dem anonymen Gutachter für die wertvollen Kommentare zur Veröffentlichung des Beitrages.

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Bruhn, M., Michalski, S. Analyse von Kundenabwanderungen — Forschungsstand, Erklärungsansätze, Implikationen. Schmalenbachs Z betriebswirtsch Forsch 55, 431–454 (2003). https://doi.org/10.1007/BF03372712

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