A Customer Perspective on Product Eliminations: How the Removal of Products Affects Customers and Business Relationships


Homburg, Christian ; Fürst, Andreas ; Prigge, Jana-Kristin


[img]
Preview
PDF
W130e.pdf - Published

Download (497kB)

URL: https://ub-madoc.bib.uni-mannheim.de/27342
URN: urn:nbn:de:bsz:180-madoc-273427
Document Type: Working paper
Year of publication: 2009
The title of a journal, publication series: Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung
Volume: W130e
Place of publication: Mannheim
Publishing house: Inst. für Marktorientierte Unternehmensführung, Univ. Mannheim
Publication language: English
Institution: Business School > ABWL u. Marketing I (Homburg)
Subject: 330 Economics
Abstract: Regardless of the apparent need for product eliminations, many managers hesitate to act as they fear deleterious effects on customer satisfaction and loyalty. Other managers do carry out product eliminations, but often fail to consider the consequences for customers and business relationships. Given the relevance and problems of product eliminations, research on this topic in general and on the consequences for customers and business relationships in particular is surprisingly scarce. Therefore, this empirical study explores how and to what extent the elimination of a product negatively affects customers and business relationships. Results indicate that eliminating a product may result in severe economic and psychological costs to customers, thereby seriously decreasing customer satisfaction and loyalty. This paper also shows that these costs are not exogenous in nature. Instead, depending on the characteristics of the eliminated product these costs are found to be more or less strongly driven by a company’s behavior when implementing the elimination at the customer interface.

Dieser Eintrag ist Teil der Universitätsbibliographie.

Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.




+ Citation Example and Export

Homburg, Christian ; Fürst, Andreas ; Prigge, Jana-Kristin (2009) A Customer Perspective on Product Eliminations: How the Removal of Products Affects Customers and Business Relationships. Open Access Reihe: Wissenschaftliche Arbeitspapiere / Institut für Marktorientierte Unternehmensführung Mannheim W130e [Working paper]
[img]
Preview


+ Search Authors in

+ Download Statistics

Downloads per month over past year

View more statistics



You have found an error? Please let us know about your desired correction here: E-Mail


Actions (login required)

Show item Show item