Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/5999
Title: Strengthening customer loyalty through intimacy and passion : roles of customer–firm affection and customer–staff relationships in services
Authors: Yim, CKB
Tse, DK
Chan, KW 
Issue Date: Dec-2008
Source: Journal of marketing research, Dec. 2008, v. 45, no. 6, p. 741-756
Abstract: This study extends the existing satisfaction–trust–loyalty paradigm to investigate how customers' affectionate ties with firms (customer–firm affection)—in particular, the components of intimacy and passion—affect customer loyalty in services. In a bilevel model, the authors consider customer–staff and customer–firm interactions in parallel. Through a netnography study and survey research in two service contexts, they confirm (1) the salience of intimacy and passion as two underrecognized components of customer–firm affection that influence customer loyalty, (2) the complementary and mediating role of customer–firm affection in strengthening customer loyalty, (3) significant affect transfers from the customer–staff to the customer–firm level, and (4) the dilemma that emerges when customer–staff relationships are too close. The findings provide several implications for researchers and managers regarding how intimacy and passion can enrich customer service interactions and how to manage customer–staff relationships properly.
Keywords: Customer–firm affection
Intimacy
Passion
Customer loyalty
Affect transfers
Publisher: American Marketing Association
Journal: Journal of marketing research 
ISSN: 0022-2437
EISSN: 1547-7193
DOI: 10.1509/jmkr.45.6.741
Rights: ©2008, American Marketing Association
The following article "Yim, C. K., Tse, D. K., & Chan, K. W. (2008). Strengthening customer loyalty through intimacy and passion: roles of customer-firm affection and customer-staff relationships in services. Journal of Marketing Research, 45(6), 741-756." is available at http://dx.doi.org/10.1509/jmkr.45.6.741
Appears in Collections:Journal/Magazine Article

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