Transformational Relationship Events in Consumer Relationships with Firms

What is it about?

This research shows that a single event can disrupt gradual relationship development and serve as a defining moment in a relationship’s history, driving transformational emotions and cognitions and causing a dramatic change in the relationship’s velocity.

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Why is it important?

Knowing what determines if an event will have a dramatic impact (either positive or negative) on a customer's relationship with a firm versus those that go undetected or un noticed can help marketers understand the critical turning points in their relationships with their customers and how to better manage these interactions.