A longitudinal study of online non-relationship intentions

In their eagerness to develop relationships with customers, some marketers often overlook the fact that not all consumers may be interested in maintaining a relationship with the firm. In this research, the authors develop a theoretical model as to why many customers do not wish to maintain a relationship with e-businesses and test the model over time. The results show that consumer-relationship value perceptions affect non-relationship intentions. Moreover, even though nonrelationship intentions in a certain time period do not directly affect non-relationship intentions in the immediate future time period, promotion events may play a mediating role in this relationship.