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

Clark, M., Rose, S. ORCID: https://orcid.org/0000-0002-1212-8314 and Myers, A., (2018) The ‘dark side’ of customer relationships - determining the dark side. Report. Henley Centre for Customer Management, UK.

Abstract/Summary

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)
URI	https://reading-clone.eprints-hosting.org/id/eprint/82064
Divisions	Henley Business School > Digitalisation, Marketing and Entrepreneurship
Publisher	Henley Centre for Customer Management
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