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1、DynamicCustomerRelationshipManagement:IncorporatingFutureConsiderationsintotheServiceRetentionDecisionKatherineN.LemonTiffanyBarnettWhiteRussellS.WinerJournalofMarketing,January2002,pp.1-14KatherineN.LemonisanAssistantProfessorattheCarrollSchoolofBusines
2、s,BostonCollege,ChestnutHill,MA.TiffanyBarnettWhiteisanAssistantProfessorofBusinessAdministrationattheUniversityofIllinois@Urbana.RussellS.WineristheJ.GaryShansbyProfessorofMarketingStrategyattheHaasSchoolofBusiness,UniversityofCaliforniaatBerkeley.Theau
3、thorswishtothankJimBettman,BillBoulding,JulieEdell,JoelHuber,RickStaelinandDevanathanSudharshan,andthreeanonymousJMreviewersfortheirvaluablecomments.Pleaseaddressallcorrespondenceto:KatherineN.Lemon,WallaceE.CarrollSchoolofBusiness,448FultonHall,BostonCo
4、llege,1400CommonwealthAvenue,ChestnutHill,MA02467,Voice:617-552-1647,FAX:781-862-9704,Email:lemonka@bc.edu.DynamicCustomerRelationshipManagement:IncorporatingFutureConsiderationsintotheServiceRetentionDecisionABSTRACTInpreviousresearch,aconsumer’sdecisio
5、ntocontinueaservicerelationshipistraditionallyconceptualizedasafunctionoftheintegrationofcustomers'currentandpastlevelsofutilityfromagivenserviceexperience.Wearguethatcurrentandpastserviceexperienceshouldbeaugmentedbyincorporatingfutureutilityconsiderati
6、onsaswell.Wethereforedevelopa"forward-looking"modelthatincorporatesbothexpectedfutureuseandanticipatedregretonconsumers'decisionstokeepordropaservice.Strongempiricalsupportisfoundforthehypothesisthatexpectationsofhighfutureusepositivelyaffectretention,ov
7、erandabovetheeffectsofsatisfaction.Theresultsprovidenewinsightsintotheantecedentsofcustomers’perceptionsofexpectedfutureusage.Customersappeartoupdatetheirexpectationsoffutureusefollowinganadaptiveexpectationsapproach.Wealsofindsupportforthehypothesisthat
8、anticipatedregretaffectsthecustomerdecision.Consumerswhoareaskedtoanticipateregretassociatedwithmistakenlydiscontinuingaservicerelationshiparelesslikelytodropthanthosewhoarenotaskedtoanticipateregret.Ashypothesized,wefindd
