You are not currently logged in.
Access JSTOR through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Commercial Friendships: Service Provider-Client Relationships in Context
Linda L. Price and Eric J. Arnould
Journal of Marketing
Vol. 63, No. 4 (Oct., 1999), pp. 38-56
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251973
Page Count: 19
You can always find the topics here!Topics: Friendship, Marketing, Commercials, Brand loyalty, Hair, Consumer research, Social interaction, Trust, Intimacy, Business
Were these topics helpful?See something inaccurate? Let us know!
Select the topics that are inaccurate.
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
The authors describe commercial friendships that develop between service providers and clients as one important type 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.
Journal of Marketing © 1999 American Marketing Association