Commercial friendships

Service provider-client relationships in context

Linda L Price, Eric J. Arnould

Research output: Contribution to journalArticle

626 Citations (Scopus)

Abstract

The authors describe commercial friendships that develop between service providers and clients as one important tvoe of marketing relationship. They report results of five studies that employ quantitative and qualitative data analysis They develop a measure of commercial friendship, identify important correlates, and illustrate how friendships form Context and tension between instrumental and expressive goals circumscribe commercial friendships but friendships are associated with satisfaction, strong service loyalty, and positive word of mouth. Qualitative data illustrate varied temporal ordering among satisfaction, loyalty, and friendship for both service providers and clients. The authors identify implications of their findings for an array of industries in which commercial friendships may form.

Original languageEnglish (US)
Pages (from-to)38-56
Number of pages19
JournalJournal of Marketing
Volume63
Issue number4
StatePublished - 1999
Externally publishedYes

Fingerprint

Friendship
Service provider
Loyalty
Qualitative data
Marketing relationships
Word-of-mouth
Industry
Correlates

ASJC Scopus subject areas

  • Business and International Management
  • Marketing
  • Economics and Econometrics

Cite this

Commercial friendships : Service provider-client relationships in context. / Price, Linda L; Arnould, Eric J.

In: Journal of Marketing, Vol. 63, No. 4, 1999, p. 38-56.

Research output: Contribution to journalArticle

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