Why do Customer Relationships Come to an End?
Conference Paper
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abstract
The phenomenon of relationship ending has received, recently, an increased attention of
marketing researchers, but is still in its initial stage. Marketing managers know that success
depends not only on acquiring and maintaining customers, but also on reducing their
defection rate. By knowing more about nature, elements, stages and factors involved in this
process, it will be easier to predict customer defection at an early stage and to regain lost
customers. This is a theoretical paper that presents and discusses a literature search carried out
in order to find and analyse empirical studies that propose factors, reasons, antecedents, or
others, that influence ending in consumer services. A categorization is presented with three
types of reasons connected with ending processes.
