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• W1480049095 abstract "Using primary care physicians, automobile mechanics and hairstylists as the analysed industries, highlights the importance of relationships in the marketing of services. Two key relationship variables, trust and affective commitment, are the focal points for the empirical study. The data suggest that the higher the level of trust and affective commitment in a customer service‐provider relationship, the greater the probability that the consumer will continue the relationship, and the lower the level of perceived risk inherent in the relationship. Also, the findings suggest that females seek more trust and commitment than do males within the service‐provider/customer relationship, and consumers in general place more trust in and are more committed to their doctor and their hairstylist than to their mechanic." @default.
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• W1480049095 date "1994-08-01" @default.
• W1480049095 modified "2023-09-28" @default.
• W1480049095 title "Relational Exchange in Services:" @default.
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• W1480049095 doi "https://doi.org/10.1108/09564239410064089" @default.
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