Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Active and Passive Customers
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.
2008 (English)Conference paper, (Refereed)
Abstract [en]

Active and Passive Customers in Customer Relationships

Inger Roos and Anders Gustafsson

Activity and Passivity in customer relationships has to our knowledge not been studied to date in the marketing field of research. Some customers actively search for new alternatives, while others seem to passively linger in their current relationships but are still ready to switch as soon as they are contacted by a competitor. The knowledge embedded in the difference and nature of Active and Passive customers may add both to the immediate knowledge of customer relationships and loyalty. Recent research (Roos and Gustafsson 2007) has in a qualitative study put forward the importance of knowing the difference between activity and passivity regarding switching customers for their subsequent behavior. The purpose of this article is to analyze customer-switching processes regarding their differences between whether the customers were active or passive during the cognitive processes leading to either stability or instability in their individual customer relationships.

In the psychology literature, it is widely accepted that cognitive processes and states can be unconscious, occurring below awareness, or implicit, occurring without attention or intention (Winkielman and Berridge 2004). People unconsciously process information that can impact their judgments, motivations, choices, behaviors, and feeling (Dijksterhuis et al. 2005; Simonson 2005). Considerable research attention has been devoted to aspects of choice that are conscious, while limited attention has been paid to those that lie outside of conscious awareness (Fitzsimmons et al. 2002). Active customers seem to make deliberate switches that generate stability in new relationships while the situation for the future when passive customers switch is unstable new relationships.

Crucial and unique for research communities is access to longitudinal data, i.e., customer switching behavior over a long period of time which is the situation for our research team and departure point for the present study. The possibility of following 128 customers switching processes on an individual level regarding the development of relationships, their switching behavior, their initiating of new relationships, and the new relationships development after the switches enables patterns to show. The present study focuses on quantitative analyses of the data for finding an understanding of the relationship flow and development on the individual level over a longer period of time. Not only the relationship between one telecom operator and the customers is analyzed, we study switching at an individual level across a number of operators and determine differences in the process leading to either stability or instability in the customer relationships. In sum, the differences between whether customers cognitive processes are conscious or unconscious may have a great impact on the stability of customer relationships. However, unconscious processes may be better understood through the comparison of customer assessments of the service provider affected of either conscious or unconscious processes.

Dijksterhuis, Ap, Pamela K. Smith, Rick B. van Baaren, and Daniel H. J. Wigboldus (2005), "The Unconscious Consumer: Effects of Environment on Consumer Behavior," Journal of Consumer Psychology, 15 (3), 193-202.

Fitzsimmons, Gavan J., J. Wesley Hutchinson, Patti Williams, Joseph W. Alba, Tanya L. Chartrand, Frank K. Kardes, Geeta Menon, Priya Raghubir, J. Edward Russo, Baba Shiv, and Nader T. Tavassoli (2002), "Non-Conscious Influences on Consumer Choice," Marketing Letters, 13 (3), 269-79.

Roos, Inger and Anders Gustafsson (2007), "Understanding Frequent Switching patterns - a Crucial Element in Managing Customer Relationships, accepted for Journal of Service Research, August 2007.

Simonson, Itamar (2005), "In Defense of Consciousness: The Role of Conscious and Unconscious Inputs in Consumer Choice," Journal of Consumer Psychology, 15 (3), 211-17.

Winkielman, Piotr and Kent C. Berridge (2004), "Unconscious Emotion," Current Directions in Psychological Science, 13 (3), 120-23.

Place, publisher, year, edition, pages
2008.
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-16715OAI: oai:DiVA.org:kau-16715DiVA: diva2:590307
Conference
Frontiers in Services, October, Washington, USA
Available from: 2013-01-21 Created: 2013-01-21 Last updated: 2013-01-21

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Roos, Inger
By organisation
Service Research CenterDepartment of Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

Total: 78 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf