Publication Type
Journal Article
Version
publishedVersion
Publication Date
12-2008
Abstract
Enhancing customers' positive attitude towards a company does not exploit the whole potential of what can be done to increase sales. A more defensive approach focuses on the avoidance of customers' negative attitudes and behavior of withdrawal. Since research on this approach is scarce we aim to contribute by developing a model of how retailers can avoid decreasing sales in consumer goods mass markets. According to our aim we focus on customers who have already begun to decrease their sales. Our results show that core performance and trust in the future performance are the silver bullets to avoid decreasing sales.
Keywords
Defensive Relationship Marketing, Mass markets, Retailing
Discipline
Marketing | Sales and Merchandising
Research Areas
Marketing
Publication
Journal of Relationship Marketing
Volume
7
Issue
2
First Page
197
Last Page
215
ISSN
1533-2667
Identifier
10.1080/15332660802279487
Publisher
Taylor and Francis Group
Citation
MOELLER, Sabine; FASSNACHT, Martin; and KLOSE, Sonja.
Defensive relationship marketing: Avoiding decreasing sales from customers in consumer goods mass markets. (2008). Journal of Relationship Marketing. 7, (2), 197-215.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7594
Copyright Owner and License
Publisher
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://doi.org/10.1080/15332660802279487