Commercial friendships: Service provider-client relationships in context

The authors describe commercial friendships that develop between service pr oviders and clients as one important type of marketing relationship. They r eport results of five studies that employ quantitative and qualitative data analysis. They develop a measure of commercial friendship, identify import ant correlates, and illustrate how friendships form. Context and tension be tween instrumental and expressive goals circumscribe commercial friendships , but friendships are associated with satisfaction, strong service loyalty, and positive word of mouth. Qualitative data illustrate varied temporal or dering among satisfaction, loyalty, and friendship for both service provide rs and clients. The authors identify implications of their findings for an array of industries in which commercial friendships may form.