Types of Customer Relationship Ending Processes

In recent years, the phenomenon of relationship ending has received increased attention from marketing researchers. However, research in the area of relationship ending is in its infant stages. Based on a qualitative research study, this article contributes to this new research area by identifying, describing and explaining different types of customer relationship ending. Six types are presented: forced, sudden, creeping, optional, involuntary, and planned ending. Knowledge about types of customer relationship ending is important for marketing managers in order to develop different strategies and actions to regain lost customers.