Explorations in customer attachment

Francis Buttle, Abdullah Aldlaigan

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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.
Original languageEnglish
Title of host publicationVirtue in marketing
Subtitle of host publicationproceedings of the Academy of Marketing Conference
EditorsB. Davies, J. Dermody
Place of PublicationCheltenham, UK
PublisherUniversity of Gloucestershire Business School
Pages1-10
Number of pages10
ISBN (Print)1861741480
Publication statusPublished - 2004
EventAcademy of Marketing Conference (38th : 2004) - Cheltenham, UK
Duration: 6 Jul 20049 Jul 2004

Conference

ConferenceAcademy of Marketing Conference (38th : 2004)
CityCheltenham, UK
Period6/07/049/07/04

Keywords

  • attachment
  • commitment
  • involvement
  • values

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