Customer Grudgeholding: Further Conceptualization and Analysis
Additional conceptualization of consumer grudgeholding looks at the intersection of grudgeholding and dissatisfaction. the creation of consumer grudges, allegiance as the polar opposite of grudgeholding, neutralizing grudges, using the three-component attitude model to understanding grudgeholding, secondary grudgeholding, and broadening the concept of grudgeholding. Data from the initial grudgeholding study were reanalyzed to obtain further insights.
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