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.
Recommended CitationRandall, Wesley S.; Gravier, Michael; and Prybutok, Victor R., "Connection, Trust, and Commitment: Dimensions of Co-creation?" (2011). Marketing Department Journal Articles. Paper 27.