Research Summary
Research Summary
Dynamic Customer Relationship Management
Description
Professor Lemon's work on dynamic customer relationships provides insight into how the customer's view of the relationship changes over time. Her research shows that current customers will adjust usage levels of a service in response to firm price changes in order to maintain their perceptions of "equity" or "fairness" in the service relationship. Professor Lemon's research provides strong evidence that managing customers' expectations of how much they might utilize a service in the future (even if such expectations are inaccurate) can be instrumental in influencing the likelihood that customers remain in service relationships, therefore affecting long-term firm profitability. Current research underway in this area investigates the changing role of the customer in business-to-business service relationships