FADING CUSTOMER RELATIONSHIPS IN RETAIL BANKING

The main purpose of the doctoral thesis is to understand the process of fading customer relationships in a banking context. A better understanding of that process may be found by linking actual customer behaviour to the emotional and ognitive perception of the bank relationship. Following bank customer relationships during a longer period of time in order to study changes in the relationship builds the empirical basis. The objectives are to: - Explore whether there are indicators of fading customer relationship processes - Analyse if it is possible to link customer behaviour to emotional and cognitive processes when studying fading customer relationships.