ScholarWorks@동국대학교

초록

This study aims at discovering the reasons whysome customers do not want a relationship. In line with thisobservation, this paper explores customers’ future relationshipintentions according to the reasons identified. Basedupon 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 aconsumer not wanting to maintain an ongoing relationshipwith a company. In Study 2, the author attempts to revealthe effects of each factor over time. The findings show thatpsychological motivations are useful in improving CRMperformance.

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