Abstract
This study addresses the strategic relationship marketing question: Where do customer attachments lie, with the individual service provider or with the firm? Multiple Constituency theory is drawn upon to explain the relationships. It is proposed that individual relationships impact the customer's relationship with the firm, which as a result impacts relationship marketing strategy behavioral outcomes. Tested in the context of professional services, results of structural equations modeling indicate that multiple relationships occur at the individual level. However, firm level perceptions of trust and commitment are distinct and are impacted by multiple individual relationships. Desirable strategic outcomes such as return intention, positive word-of-mouth, and ease of voice are found to be primarily influenced by firm trust; whereas, firm commitment exerts minimal effect, suggesting that trust may be the underlying impetus for successful relationship marketing cultures.
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