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.

Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Event Title: 42nd EMAC annual conference 2013
Event Type: Other
Event Dates: 2013-06-04 - 2013-06-07
Uncontrolled Keywords: fading,trajectory,relationship
ISBN: 978-9944-380-10-2
Last Modified: 17 Jun 2024 08:29
Date Deposited: 27 Feb 2014 03:18
PURE Output Type: Conference contribution
Published Date: 2013
Authors: Pokorska, Joanna
Farrell, Andrew (ORCID Profile 0000-0002-5903-3611)
Evanschitzky, Heiner (ORCID Profile 0000-0003-1013-7679)
Pillai, Kishore (ORCID Profile 0000-0003-1880-9150)



Version: Accepted Version

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