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How service experience can shape customer churn from a service-dominant logic perspective

In: Handbook of Service Experience

Author

Listed:
  • Carolina Martínez-Troncoso
  • David Díaz Solis

Abstract

This chapter explores customer churn through the Service Dominant-Logic (SDL) lens, emphasizing the co-creation of value and the dynamic nature of service exchanges. Traditional models often view churn as a static phenomenon, overlooking intricate stakeholder interactions. By integrating value co-creation and churn behaviour, authors argue about how churn affects loyalty and feeds efficient CRM strategies. A focal point is the service-related voice, addressing dissatisfaction and complaint handling. The chapter underscores the need for a comprehensive understanding, transcending linear views, and pinpoints the potential of technological advances in harnessing both structured and unstructured data. The authors identify areas for future research, advocating for a more holistic approach to churn and its broader implications.

Suggested Citation

  • Carolina Martínez-Troncoso & David Díaz Solis, 2025. "How service experience can shape customer churn from a service-dominant logic perspective," Chapters, in: Per Kristensson & Lars Witell & Mohamed Zaki (ed.), Handbook of Service Experience, chapter 23, pages 320-335, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21900_23
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    File URL: https://www.elgaronline.com/doi/10.4337/9781035300198.00033
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