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Keywords: Relationship typology
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Journal Articles
A multidimensional typology of customer relationships: from faltering to affective
Available to Purchase
International Journal of Bank Marketing (2011) 29 (5): 398–432.
Published: 26 July 2011
... with a sample of UK bank customers. Findings The complexity of customer relationships was documented by approaching relationships as multidimensional, dynamic and contextual. A relationship typology based on four key relationship components (trust, commitment, buyer‐seller bonds, and relationship benefits...
