Strengthening customer loyalty through intimacy and passion : roles of customer–firm affection and customer–staff relationships in services

摘要: Abstract This study extends the existing satisfaction–trust–loyalty paradigm to investigate how customers' affectionate ties with firms (customer–firm affection)—in particular, components of intimacy and passion—affect customer loyalty in services. In a bilevel model, authors consider customer–staff customer–firm interactions parallel. Through netnography survey research two service contexts, they confirm (1) salience passion as underrecognized affection that influence loyalty, (2) complementary mediating role strengthening (3) significant affect transfers from level, (4) dilemma emerges when relationships are too close. The findings provide several implications for researchers managers regarding can enrich manage customer–st...