Article: DRMJ vol14 no01 2025 (Clanek 1)
Publication:
DOI:
doi:10.17708/DRMJ.2025.v14n01a01
Author(s):
Excerpt:
The importance of relational bonds in building and maintaining long‐term customer relationships is widely acknowledged. The threats that weaken these relational bonds and endanger relationship continuation, such as detachment, are however, largely ignored in extant literature. Detachment studies, particularly within the field of marketing, are rather scarce and focus predominantly on customers detachment from a brand without considering the interpersonal relationship with an employee. To address this gap, this paper strives to conceptualise the concept of customer detachment within customer‐wealth manager relationships and determine the constructs that drive it. A quantitative cross‐sectional research design was implemented, collecting 536 useable online questionnaires via non‐probability convenience and quota sampling methods. Exploratory structural equation modelling (ESEM) was used to model the collected data. With the exception of customer alienation, the results revealed that disaffection, disillusionment, dissatisfaction and negative emotions were significantly related to customer detachment. In conclusion, efforts to counteract detachment will play a significant role in maintaining relationships, including interpersonal relationships between customers and wealth managers. Both academics and practitioners should focus on disaffection, disillusionment, dissatisfaction, and negative emotions, as these constructs could influence the occurrence and level of detachment among their customers.
Pages:
3-21
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