Using qualitative studies involving executives and customers, this study explores the nature
and scope of customer engagement (CE), which is a vital component of relationship …

Although the relationship metaphor dominates contemporary marketing thought and
practice, surprisingly little empirical work has been conducted on relational phenomena in …

Customer loyalty is viewed as the strength of the relationship between an individual's
relative attitude and repeat patronage. The relationship is seen as mediated by social norms …

A brand community from a customer-experiential perspective is a fabric of relationships in
which the customer is situated. Crucial relationships include those between the customer …

While marketing scholars have emphasized the importance of customer satisfaction, few
studies have examined in detail consumers' responses to dissatisfaction. This study …

Understanding the motivations of consumers to engage in relationships with marketers is
important for both practitioners and marketing scholars. To develop an effective theory of …

Previous research on coupon proneness has measured the construct only in behavioral
terms (ie, consumers who are more responsive to coupon promotions are coupon prone) …

This study aims to provide a picture of how relationship quality can influence customer
loyalty in the business-to-business (B2B) context. Building on prior research, we propose …

Creating and maintaining customer loyalty has become a strategic mandate in today's
service markets. Recent research suggests that customers differ in their value to a firm, and …

Even though negative information about brands and companies is widely prevalent in the
marketplace, except for case studies, there has been no systematic investigation of how …