Katherine N. Lemon, Tiffany Barnett White, Russell S. Winer, (2002). Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision. Journal of Marketing: Vol. 66, No. 1, pp. 1-14.
doi: 10.1509/jmkg.66.1.1.18447

Dynamic Customer Relationship Management: Incorporating Future Considerations into the Service Retention Decision

Katherine N. Lemon,

1. Carroll School of Business, Boston College

Assistant Professor1Tiffany Barnett White,

2. University of Illinois at Urbana

Assistant Professor of Business Administration2Russell S. Winer

3. Haas School of Business, University of California at Berkeley

J. Gary Shansby Professor of Marketing Strategy3



Abstract

The authors examine the influence of customer future-focused considerations, over and above the effects of satisfaction, on the customer’s decision to discontinue a service relationship. The authors find that expected future use and anticipated regret influence this decision. Understanding and managing these future-focused considerations is critical to successful dynamic customer relationship management.

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