Creating consumer attachment to retail service firms through sense of place

摘要: Fostering attachment between consumers and organizations is developing into a cornerstone of relationship marketing strategy. However, little known about how an organization can develop strong emotional ties with consumers. Our research addresses one aspect this gap by showing that in atmosphere dominant service firms, sense place leads to attachment, which turn plays critical role driving desirable customer behaviors. In Study 1 we demonstrate influences the strength consumers’ location, ultimately has positive effects on 2, identify characteristics influence dimensions extend model better account for dynamics social relationships within firm. This provides initial investigation manage rich framework future managing