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We didn’t see it coming! Managerial challenges in silently fading processes

Helena Renström (Department of Business Administration, Umeå School of Business and Economics, Umeå University, Umeå, Sweden)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 26 August 2014

414

Abstract

Purpose

The purpose of this paper is to understand “silent” processes, where the relationship fades away for no obvious reason, and to outline a few managerial challenges related to a passive engagement style in the relationship.

Design/methodology/approach

This paper uses an exploratory approach where 42 interviews were screened, resulting in eight semi-structured interviews that were used describing silent fading relationships. The interviews represent four relationship dyads between financial advisors and their customers in a private banking setting (wealth management).

Findings

The paper outlines the relationship roots, the process dynamics, and the reasons behind fading in the relationships. It emphasizes the problems with implicit expectations from both parties in the relationship and suggests that more focus should be put on defining the relationship from the start. The absence of interaction and dialogue is problematic. If the parties in the relationship are able to communicate constructively during an unstable phase in the relationship, there is a better chance that the relationship will survive.

Research limitations/implications

Since no attempts are made to generalize the knowledge retrieved, the number of fading relationships categorized must not be seen as representative for a general tendency.

Practical implications

The paper offers several managerial challenges when it comes to understanding the management of silently fading relationships, e.g. managing mismatching expectations, defining and re-defining the relationship, constructive dialogue, gaining service encounter information, and the need for finding the right level of commitment in the relationship.

Originality/value

This paper discusses several concepts that are highly interesting for research related to relationship dynamics. Most studies have focussed on active decisions in relationships, whereas this paper focusses on passive and inactive decisions. It also offers empirical insights, which are scarce in the area.

Keywords

Citation

Renström, H. (2014), "We didn’t see it coming! Managerial challenges in silently fading processes", International Journal of Bank Marketing, Vol. 32 No. 6, pp. 534-550. https://doi.org/10.1108/IJBM-01-2014-0008

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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