Love At First Sight Or a Long-Term Affair? Different Relationship Levels As Predictors of Customer Commitment

Relationship marketing has increased in importance during the past five years. The literature has evolved into two streams: those maintaining that relationships are always beneficial, and those arguing that a relationship marketing strategy may not always be profitable. We recognize that different types of relationships exist, and propose a relationship continuum, in which the customer advances from having a relationship with a product towards having one with the brand, and finally with the firm, which ultimately leads to commitment towards the firm. By targeting the right type of customers, relationship strategies become enhanced.



Citation:

Maria Saaksjarvi, Katarina Hellen, Gummerus Johanna, and Gronroos Christian (2007) ,"Love At First Sight Or a Long-Term Affair? Different Relationship Levels As Predictors of Customer Commitment", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 402-403.

Authors

Maria Saaksjarvi, Hanken- Swedish School of Economics, Finland
Katarina Hellen, Hanken- Swedish School of Economics, Finland
Gummerus Johanna, Hanken- Swedish School of Economics, Finland
Gronroos Christian, Hanken- Swedish School of Economics, Finland



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences

Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA

Read More

Featured

Using a Meta-Analysis to Unravel Relative Importance of Postulated Explanations for the Endowment Effect

Peter Nguyen, Ivey Business School
Xin (Shane) Wang, Western University, Canada
David J. Curry, University of Cincinnati, USA

Read More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.