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

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.