아태비즈니스연구 (Asia-Pacific Journal of Business)
- 제4권1호
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- Pages.31-42
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- 2013
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- 2233-5900(pISSN)
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- 2384-3934(eISSN)
Negative Relationship Intentions on the Web
- Ha, Hong-Youl (Department of International Trade College of Social Science Dongguk University-Seoul)
- 투고 : 2013.03.04
- 심사 : 2013.06.14
- 발행 : 2013.06.30
초록
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.