Explorations in customer attachment

Abstract

Our research identifies several forms of attachment between consumers and service organisations. Our primary research programme analysed data from 7 focus groups, 39 one-an-one interviews and 975 individual consumer questionnaires. We identify 3 forms of positive attachment, based on three different foundations: the credibility of the organisation, compatibility between the values of the organisation and those of the consumer, and interpersonal or relational considerations. We have developed a statistically valid and reliable scale that can be used to measure these 3 forms of attachment. We also identify other forms of consumer attachment grounded on less positive associations with organisations, including inertia and alienation.10 page(s