Fading Customer Relationships

This dissertation is based on the assumption that fading customer relationships are important phenomena to understand in order for companies to prevent a future relationship termination, manage a desired relationship termination, or manage the situation where the relationship strength temporarily or permanently has weakened but where the customer still stays with the same service provider. It is assumed that fading could take different forms and develop through a range of different processes. The purpose of the thesis is therefore to define and describe fading, reveal different types of fading relationship processes, and discuss the dynamics of these processes. In services literature there is a lack of research focusing on the weakening of customer relationships. Fading therefore represents a new approach to understanding issues related to the ending of customer relationships. A fading relationship process could precede a relationship ending, but could also represent a temporal weakening of the relationship without leading to termination. It thus distinguishes the concept from other concepts within ending research which focus solely on relationships that have been terminated, taking a larger aspect of the relationship into account (as a relationship could build on constant changes). A pilot study created an understanding of difficulties related to understanding and detecting fading customer relationship, which led to a follow-up study incorporating qualitative interviews in relationship dyads characterised as fading with both private banking customers and their respective financial advisor. The focus remained on the understanding of the fading process resulting in a model for analysing different types of fading processes. Four types of fading processes were also revealed; the crash landing process, the altitude drop process, the fizzle out process and the try out process. The dissertation contributes to a broadened understanding of different types of fading processes within the research area of ending relationships emphasising the dynamic aspects of the phenomenon. Managerial implications include the management of different types of fading processes and also the understanding of the financial advisor’s role in influencing the development of these processes. Helena Åkerlund is associated with CERS, the Centre for Relationship Marketing and Service Management at Hanken, Swedish School of Economics and Business Administration, Helsinki

Leitura recombinativa generalizada após procedimentos de correção com fading em pessoas com atraso no desenvolvimento cognitivo

Estudos têm investigado a aplicação de procedimentos de correção, como o ensino de cópia, ditado e oralização na promoção da leitura recombinativa em pessoas com e sem atraso no desenvolvimento cognitivo. A utilização de técnicas de apoio, como o fading, ainda não foram testadas nesses procedimentos como mais uma variável que poderia estar favorecendo de forma imediata, a leitura recombinativa generalizada. A presente pesquisa relata dois estudos. O estudo 1 com duas etapas, tendo como participantes dois alunos com atraso do desenvolvimento cognitivo. Na Etapa A, os alunos foram submetidos ao ensino das relações entre palavras ditadas e palavras impressas (AC) e em seguida, aos testes de equivalência entre figuras e palavras impressas (BC) e palavras impressas e figuras (CB). Após estes testes, foram aplicados os testes de leitura das palavras de ensino (MALA, PATO e BOCA) e das palavras de generalização (formadas a partir da recombinação entre as sílabas das palavras de ensino). Os participantes apresentaram apenas a leitura das palavras de ensino, após ter sido documentado a formação de classes de equivalência entre figuras, palavras ditadas e palavras impressas. Em seguida, foram aplicadas as sondas de controle pelas unidades silábicas, e após essas sondas, aplicou-se um procedimento de correção com destaque das sílabas específicas (sílabas identificadas após a aplicação das sondas de controle pelas unidades silábicas) durante o ensino de combinado de cópia, ditado e oralização. Após quatro exposições ao procedimento de correção, os participantes continuaram a apresentar somente a leitura das palavras de ensino. Na Etapa B, introduziu-se, no procedimento de correção, um fading in nas sílabas específicas. O participante MAR apresentou a leitura correta de todas as palavras de generalização após a segunda aplicação do procedimento de correção e o participante CLA após a terceira aplicação. Os participantes apresentaram a transferência de função para as novas formas verbais AB, AC, BC, CB, AB, AC, BC e CB. Estes resultados indicaram a necessidade de avaliar os dois procedimentos de correção de forma isolada. No Estudo 2, foram selecionados dois participantes com atraso no desenvolvimento cognitivo. Foi aplicado o mesmo delineamento experimental do Estudo 1, sendo que um participante foi submetido ao procedimento de correção e um outro, ao procedimento de correção com fading in. O participante FER foi submetido a procedimento de correção com fading in e o participante JOS ao procedimento de correção com destaque das silabas. Os dois participantes apresentaram a leitura recombinativa generalizada após a condução do procedimento de correção com fading in. Apresentaram ainda a transferência de função para as novas formas verbais AB, AC, BC, CB, AB, AC, BC e CB. Os resultados sugerem que o procedimento com fading in favorece de forma imediata a leitura recombinativa generalizada em pessoas com atraso no desenvolvimento cognitivo.

Relationship fading in business-to-consumer context

The objective of this paper is to explain the phenomenon of relationship fading in a business-to-consumer (B2C) context and to identify the key antecedents and drivers in this process. Fading relates to a gradual decline in consumers’ willingness to continue a relationship with a company. Therefore it may help to elucidate the ‘unexplained’ relationship dissolution and customer defection. Led by an assumption that a relationship between a consumer and a brand is like the one between individuals, the paper proposes that the trajectory of relationship fading reflects disaffection processes similar to the ones suggested in marital and romantic relationships between individuals. Stages of the fading process and their characteristics are presented. Academic and practical implications are subsequently presented.

Relationship fading in business-to-consumer context

The objective of this thesis is to develop a better understanding of the relationship fading phenomenon in business-to-consumer context. Fading relates to a gradual decline in consumer’s willingness to continue a relationship with a company. Therefore, understanding the fading process may help to elucidate the ‘unexplained’ relationship dissolution and customer defection. Led by an assumption that a relationship between a consumer and a brand is like the one between individuals, the thesis proposes that the trajectory of relationship fading reflects the disaffection processes similar to the ones suggested in marital and romantic relationships between individuals. The approach taken to answering this research question is a multi-study approach. This type of approach allows addressing each individual research question independently, using the most appropriate research methods. As a result, the thesis comprises three adjacent studies. All three studies are linked and together contribute to a better understanding of the relationship fading process, which is the main topic of the thesis. Based on the results from the first study, a set of boundary conditions of relationship fading is identified. The results of the second study suggest that predictors of relationship fading stage can be uncovered. Thirdly, different restoration techniques are explored, aiming to describe their effectiveness in various relationship fading stages. Individual objectives of the three studies are accomplished. All three studies contribute to achieving the overall objective of the thesis, namely to developing a better understanding of the phenomenon of relationship fading.

Exchange relationships in building services maintenance activity : a test of transaction cost economics and the resource dependency view

The firm is faced with a decision concerning the nature of intra-organizational exchange relationships with internal human resources and the nature or inter-organizational exchange relationships with market firms. In both situations, the firm can develop an exchange that ranges from a discrete exchange to a relational exchange. Transaction Cost Economics (TCE) and the Resource Dependency View (RDV) represent alternative efficiency-based explanations fo the nature of the exchange relationship. The aim of the paper is to test these two theories in respect of air conditioning maintenance in retail centres. Multiple sources of information are genereated from case studies of Australian retail centres to test these theories in respoect of internalized operations management (concerning strategic aspects of air conditioning maintenance) and externalized planned routine air conditioning maintenance. The analysis of the data centres on pattern matching. It is concluded that the data supports TCE - on the basis of a development in TCE's contractual schema. Further research is suggested towards taking a pluralistic stance and developing a combined efficiency and power hypothesis - upon which Williamson has speculated. For practice, the conclusions also offer a timely cautionary note concerning the adoption of one approach in all exchange relationships.