Document Type



Published by Taylor&Francis in the Journal of Strategic Marketing, volume 19 issue 1, 2011.

Publication Source

Journal of Strategic Marketing


The purpose of this research is to identify a key driver of relationship closeness for service organizations. Based upon the co-creation concept from Service-Dominant Logic, connection is proposed as a new construct rooted in emotional attachment that bolsters the effect of trust and commitment on future intention among customers of a service-intense organization. Causal models are verified with a large empirical sample drawn from an organization in the process of dealing with the increasing sense of depersonalization that has afflicted growing organizations in a variety of industries. The paper distinguishes an important dimension of customer relationships that can be affected by service managers in order to enhance customer loyalty and satisfaction.