Empirical Study on the Influence of Commercial Friendship on Relationship Quality and Customer Loyalty

摘要

The sociology literatures addressed this topic from the social perspective and rarely mentioned about the economic exchange characters of friendship in the commercial reality. And that is why those theories are hard to apply to the commercial reality. We believe the friendship that develops among the clients and the service providers , i.e., the further research of the commercial friendships will eliminate those gaps. This study tries to discuss the important marketing relationship and with the empirical analysis of beauty parlors in Wuhan city delineate the effect that the commercial friendship takes on the relationship quality and customer satisfaction to highlight the importance of the commercial friendship for the service industries