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

Authors

Tara Rooney, Technological University DublinFollow
Katrina Lawlor, Technological University DublinFollow
Eddie Rohan, Technological University Dublin

Document Type

Report

Rights

Available under a Creative Commons Attribution Non-Commercial Share Alike 4.0 International Licence

Publication Details

Published by Technological University Dublin, 2014.

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.

DOI

https://doi.org/10.21427/D7250J

Recommended Citation

Rooney, T., Lawlor, K. and Rohan, E. "Through the looking glass; understanding consumer inaction in retail financial services". DIT 2014.