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Author(s): Mafalda Lima
Teresa Fernandes
Title: Relationship Bonds and Customer Loyalty: A Study Across Different Service Contexts
Issue Date: 2015
Abstract: The benefits of customer relationship strategies are well known and somewhat established nowadays. Customer loyalty emerges as the crucial glue in developing a relational approach. However, relational bonds, which relate to customer loyalty, have not yet been fully explored. Also, there is little research that takes into account the effect of service types on customer relationships and bonding. This paper develops a conceptual framework based on previous literature with a complete set of different relational bonds and examines its influence on customer loyalty across search, experience and credence services through a survey-based empirical study, with a sample of 233 consumers. The results provide guidance to managers to differentiate customer relationship strategies according to each specific service context.
Subject: Ciências sociais
Social sciences
Scientific areas: Ciências sociais
Social sciences
Document Type: Artigo em Livro de Atas de Conferência Internacional
Rights: openAccess
Appears in Collections:FEP - Artigo em Livro de Atas de Conferência Internacional

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