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Full-Text Articles in Business
"Through The Looking Glass; Understanding Consumer Inaction In Retail Financial Services", Tara Rooney, Katrina Lawlor, Eddie Rohan
"Through The Looking Glass; Understanding Consumer Inaction In Retail Financial Services", Tara Rooney, Katrina Lawlor, Eddie Rohan
Reports
Understanding why consumers choose to remain in relationships which they find less than satisfactory is a key concern for relationship marketing theory. In this paper we explore the alternative choices available to consumers after exit has been considered and then declined. Applying a narrative methodology within a social constructionist framework, the paper presents a theory of Relationship Neutrality. We go through the looking glass, into to a world of relationship contradictions and irrationality to consider long term relationship engagement which is different from the one theory has grown accustomed to.