Patronage Reduction

Patronage Reduction

•I spent less money at this business.
•I stopped doing business with this firm.
•I reduced frequency of interaction with the firm.
•I brought my business to a competitor.

7pt – Strongly (dis)agree

Source: When customer love turns into lasting hate: The effects of relationship strength and time on customer revenge and avoidance. Yany Grégoire, Thomas M. Tripp, Renaud Legoux. Journal of Marketing, Vol 73(November), 2009, 18-32