Negative Relationship Intentions on the Web

This study aims at discovering the reasons why some customers do not want a relationship. In line with this observation, this paper explores customers' future relationship intentions according to the reasons identified. Based upon a qualitative methodology by way of in depth interviews, we have identified seven factors (e.g., passive loyalty, negative experience, relevance, negative indifference, positive indifference, and emotional value) that lead a consumer not wanting to maintain an ongoing relationship with a company. In Study 2, the author attempts to reveal the effects of each factor over time. The findings show that psychological motivations are useful in improving CRM performance.