The Role of Friendship in Relationship Marketing, Investigated in the Retail Service Industries

This study examines the role of friendship in relationship marketing attributes. Specific friendship components are evaluated in terms of their contribution to relationship outcomes, customer loyalty, and customer commitment. We analyze the relationship between friendship and relationship marketing variables in two different service industries. For relationship development, different aspects of friendship are expected to serve as pivotal attributes. The positive effect of friendship on customer commitment and customer loyalty is examined. We also investigate the mediating role of friendship regarding other relationship marketing characteristics. Friendship is evaluated as both an antecedent and as a mediator in relationship marketing outcomes.