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    An Investigation of The Phenomenon of Customer Relationship Fading and Its Restoration

    Rabbanee F 2012.pdf (2.041Mb)
    Access Status
    Open access
    Authors
    Rabbanee, Fazlul K.
    Date
    2012
    Supervisor
    Prof. Ram Ramaseshan
    Type
    Thesis
    Award
    PhD
    
    Metadata
    Show full item record
    Faculty
    Curtin Business School
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/59126
    Collection
    • Curtin Theses
    Abstract

    This research conceptualizes the phenomenon of customer relationship fading in terms of why and how do customer relationships fade over time and indicates how firms can restore such fading relationships. This study revealed a three stage process of customer relationship fading, unfolded drivers, feelings and thoughts of the customers across the fading process. It also identified six restoration efforts and assessed their effectiveness to restore relationships from each of the stages of the fading process.

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