"Through the Looking Glass; Understanding Consumer Inaction in Retail Financial Services"

Tara Rooney, Katrina Lawlor, Eddie Rohan

Research output: Book/ReportCommissioned report

Abstract

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.
Original languageEnglish
PublisherTechnological University Dublin
DOIs
Publication statusPublished - 2014

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