Switch, Suggest, Sulk or Support: Consumer Responses to Relationship Dissatisfaction
Leland Campbell, '92 Ph.D., Professor of Marketing at Bentley College, will present at this week's Marketing Department Pro-Seminar.
Title: Switch, Suggest, Sulk or Support: Consumer Responses to Relationship Dissatisfaction - An Integrative Model and Propositions
Abstract:
This paper introduces a model that can be used to determine how a loyal customer will respond to a situation of dissatisfaction with a company's performance. Using information from Hirschman and Rusbult, the model contends that there are four distinct types of reactions a customer may have, namely: Switch, Suggest, Sulk and Support. The model posits that the type of response is influenced by antecedent variables that can be categorized into three general categories. The paper examines the impact of these variables and in turn develops the appropriate propositions explaining how these factors will influence the type of response.
More information about Professor Leland Campbell.
