Due to the target-group-specific pricing policies of service providers, different prices exist for the same service across customer groups, like new or lost customers compared to existing customers. Current customers may notice these offers but do not receive any benefits for their loyalty. Consequently, they may react with a tactical termination to obtain better offers from their current provider without having a clear intention to switch. Thus, this study examines the phenomenon of tactical termination and its determinants through a mixed method approach across different service contexts. The findings provide evidence for the phenomenon of tactical termination as a particular type of customer defection behavior and provide insights into a new outcome variable in contractual relationships. The study shows that social influences have the strongest impact on tactical termination, followed by price fairness and interactional fairness.

由于服务提供商针对特定目标群体的定价政策，不同客户群体的相同服务存在不同的价格，例如与现有客户相比，新客户或流失客户。当前客户可能会注意到这些优惠，但不会因为他们的忠诚度而获得任何好处。因此，他们可能会以战术终止做出反应，以从他们当前的供应商那里获得更好的报价，而没有明确的转换意图。因此，本研究通过跨不同服务环境的混合方法研究了战术终止现象及其决定因素。研究结果为战术终止现象作为一种特殊类型的客户背叛行为提供了证据，并提供了对合同关系中新结果变量的见解。