I LOVE THAT STORE! TOWARD A THEORY OF CUSTOMER CHEMISTRY

摘要

As in human relationships, a consumer sometimes "meets" a retailer and magic happens. Their personalities mesh and a chemistry forms between them. Prior researchers have examined concepts like brand attachment, brand love, brand relationships, and brand loyalty, yet none have adequately explained the reasons that some consumers bond with certain retailers. To address this deficiency, a theory delineating the steps of the customer chemistry process is proposed and empirically tested. Results support a three stage process of engagement, passion, and commitment. Antecedents and outcomes of this process are also examined, and implications for retailers are provided.