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The Role of Customer Clubs in Recent Telecom Relationships
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.ORCID iD: 0000-0001-8278-1442
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration. Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group.ORCID iD: 0000-0003-2705-0836
2004 (English)Conference paper, Published paper (Refereed)
Abstract [en]

In a qualitative study of telecommunications customers we unexpectedly found that they combined only certain elements of their whole customer-club interest in their stay-or-leave relationship deliberations. The results of this study suggest a twofold role, the affective and the calculative, in the keeping function of the customer club. Only the affective role showed immediate implications for loyalty. Both roles serve the stability of the relationships, but in categorically different ways. Quite apart from this twofold effect on loyalty, the club seems to have an additional function, attracting, that customers use when they communicate and articulate it more generally. Conceptually, the findings made us re-consider the frequency concept. Frequency that has traditionally been connected to routinized-response behavior was redefined and included in the calculative definition of customers commitment to the customer club in a relationship perspective

Place, publisher, year, edition, pages
2004.
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-24738OAI: oai:DiVA.org:kau-24738DiVA, id: diva2:598509
Conference
QUIS 9, June 15-18, Karlstad, Sweden
Available from: 2013-01-22 Created: 2013-01-22 Last updated: 2019-07-09

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Roos, IngerGustafsson, AndersEdvardsson, Bo

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