Love at First Sight or a Long-Term Affair?

Abstract

Relationship marketing has increased in importance during the past decades. We suggest that different types of relationships exist, and propose a relationship continuum, in which the customer advances from having a relationship with a product to having one with the firm, leading to commitment towards the firm. By targeting the right type of customers, relationship strategies become enhanced, and firms can recognize the motivations customers have for engaging in a relationship with them. Maybe it is just love at first sight with a product, or a lifetime commitment towards a firm.

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