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The ‘dark side’ of customer relationships - determining the dark side

Clark, M., Rose, S. ORCID: and Myers, A., (2018) The ‘dark side’ of customer relationships - determining the dark side. Report. Henley Centre for Customer Management, UK.

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This paper – which will form the basis of a paper for further research – begins to explore the ‘dark side’ of customer relationships and its potential impact on organisations. We initially examine its definition, cite some relevant examples, identify the key determinants of customer misbehaviour and its links with societal and moral norms, and then explore ways of how such behaviours can be measured. We conclude by proposing some strategies for organisations to consider in dealing with what some describe as a prevalent issue. The outcomes of this paper will help provide the necessary background theory to determine further research to be undertaken – to be published at a later date – with regard to consumer ethical behaviour. It will be developed by adapting existing theoretical models and utilising an appropriate methodology to determine the likelihood of engaging in customer misbehaviour.

Item Type:Report (Report)
Divisions:Henley Business School > Marketing and Reputation
ID Code:82064
Publisher:Henley Centre for Customer Management


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