A Dynamic Retrospective Analysis of the Development of Customer Resistance in Customer/Property-Developer Relationships

Shérazade Gatfaoui (1) , Rola Hussant-Zébian (1) , Delphine Martinenq (1)

1 IRG - Institut de Recherche en Gestion

This paper analyzes the conception, mechanisms and development processes of customer resistance during the customer/property developerrelationship. A qualitative longitudinal study based on 10 retrospective interviews with unsatisfied customers was carried out. The study focuses on the general development process of customer resistance, four different process models of resistance development, and the change from individual to collective resistance which can occur in the customer/developer relationship.Keywords:Customer/Property developer relationship, Process models of customer resistance, Complaining behavior, Retrospective interviews.

Mots clés: Customer/Property developer relationship; Process models of customer resistance; Complaining behavior; Retrospe ctive interviews.

Domaines: Gestion et management

Shérazade Gatfaoui, Rola Hussant-Zébian, Delphine Martinenq. A Dynamic Retrospective Analysis of the Development of Customer Resistance in Customer/Property-Developer Relationships. LCBR European Marketing Conference 2011, The Lupcon Center for Business Research, Jul 2011, Frankfurt am Main, Germany. ⟨hal-01435440⟩