【正文】 Zeithaml 2021). Yet the increasingly prominent role of technology in most product markets has increased the need for managerial tools that can account for the profit impact of disadoption on customer profitability. In the following section we demonstrate how this can be acplished. CONCLUSIONS In this paper, we have shown how the value of a lost customer depends on whether the customer defects to a peting firm or disadopts the technology altogether. In the empirical application of the model, the results from the online banking industry show how the value of lost customers is affected by the stage of the product lifecycle, the firm’s market share, and the rate at which petitors’ customers disadopt. The approach is such that is easily applied by managers, providing a practical tool by which they can manage customer relationships in an innovation intensive market. Although advances in the theory and practice of customer relationship management have been substantial in the last few years, the discipline is far from mature. To date, researchers have focused almost exclusively on mature, service industries to develop and test theories and analytical models because of data availability. This restrictive focus is detrimental to the advancement of the discipline because it leads to models that may not be valid in the technologydriven markets that are rapidly being the norm. As we have shown in this article, researchers in this area should be concerned that practitioners are applying inappropriate models in markets where disadoptions are mon. This research represents one step toward expanding the conceptual domain of customer profitability models. It is our hope that it provides a useful foundation for additional inquiry. 。 Reinartz and Kumar 2021), there is a general consensus that preventing customer defections is a sound business strategy (Anderson and Vittal 2021。 Ram and Sheth 1989). Marketers have strong financial incentives to overe consumer resistance to new products. By resisting adoption of new technologies consumers slow the diffusion process and decelerate expected cash flows of the firm (Srivastava, Shervani, and Fahey 1998). New technologies can also reduce the firm’s costtoserve by automating previously personalized service encounters such as transaction processing and customer service. For example, the American Bankers Association estimates that banks save approximately $ for every personalized transaction that is converted to an ATM machine. By resisting new technologies consumers prevent firms from capturing such cost savings. The economic benefits derived from new technologies have led to a proliferation of selfservice technologies like telephone based response systems, online response systems, and interactive kiosks that enable consumers to produce a service independently of employee involvement (Meuter, Ostrom, Roundtree, and Bitner 2021). Not surprisingly, consumers often experience considerable pressure from firms to adopt these new service technologies. The banking industry has been particularly aggressive in pursuing selfservice technologies by increasing the cost of using personalized service relative to automated technologies like ATM’s and electronic banking (Stoneman 1997). Not surprisingly, technology resistant consumers forced to try a new technology often bee deeply frustrated and resist future use (Meuter et al. 2021). Consumers can also experience strong social pressure to try a new technology through media attention that portrays those who resist technological innovations as stodgy and out of touch with the new economy. This can create a “bandwagon” effect in which individuals are pressured to try innovative technologies before they fully understand the benefits they might receive (Abrahamson and Rosenkopf 1993). These consumers often disadopt the innovation after the initial trial period. For example, the number of home puters has increased steadily over the last decade although recent evidence suggests that home puter usage has gone down. Similarly, many more people actually subscribe to Inter access than actually use it (Reed 1999). Defection versus Disadoption In the years since Reichheld and Sasser (1990) f