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.