Commercial friendships: Service provider-client relationships in context
Price and Arnould, Journal of Marketing 63(4), 1999, 38-56. Five studies, quantitative and qualitative; a measure of commercial friendship developed; friendships limited by context and the tension between instrumental and expressive goals; associated with higher satisfaction, stronger loyalty and more positive word of mouth; order of development varied for providers and clients.
Price and Arnould, Journal of Marketing 63(4), 1999, 38-56. Five studies, quantitative and qualitative; a measure of commercial friendship developed; friendships limited by context and the tension between instrumental and expressive goals; associated with higher satisfaction, stronger loyalty and more positive word of mouth; order of development varied for providers and clients.
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Price, L. L., & Arnould, E. J. (1999). Commercial friendships: Service provider-client relationships in context. Journal of Marketing, 63(4), 38-56. doi:10.1177/002224299906300405 https://doi.org/10.1177/002224299906300405