Polonsky, Michael, Beldona, Srikanth and Schuppisser, Stefan W. 2005, Inactivity within relationships, in AMS 2005 : Academy of Marketing Science 2005 annual conference : marketing, technology and customer commitment in the new economy, Academy Of Marketing Science, Coral Gables, Fla., pp. 1-6.
The relationship life cycle has been central to relationship development literature and has largely assumed that relationship development is an evolutionary linear process. There has generally been limited discussion of the fact that over a relationship’s lifespan it may in fact strengthen, weaken, and even become inactive, which is not the same as relationship failure. The paper proposes a dynamic model of relationship development that includes relationship inactivity as a significant phase.
Field of Research
150503 Marketing Management (incl Strategy and Customer Relations)
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