Leveraging Relationships in Marketing: A Motivational Perspective

摘要

The present study is an investigation into the motivational underpinnings of strong relationships in services marketing domain. Based on past research in social psychology and marketing, this study investigates the influence of two independent variables-Intrinsic Interpersonal Commitment and Structural Bonds-on the dependent variable Relationship Strength. Both attitudinal and behavioral variables are studied to measure the quality of relationships. 144 surveys of consumers were completed. The results partially support the research hypotheses. The results suggest refocusing on the type of motivational commitment in relationships. The role of gender, age, involvement, and the interaction complexity need to be explored to further validate the model.