Working Papers

Relationships Take Two: Customer Attachment Styles’ Influence on Consumers’ Desire for Close Relationships and Loyalty to the Firm

Martin Mende, Ruth N. Bolton, and Mary Jo Bitner

Jan 1, 2009

Develops a theoretical framework of consumers’ desire for closeness with a firm as their systematic preference for frequent, diverse, and mutually influential CRM-related interactions; tests framework with cross-sectional data from 932 insurance customers.

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