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Abstract
In this article, we extend and refine previous research on marketing relationships by specifically examining consumers’ use of pre-existing social relationships (i.e., friendships) with firm representatives to make purchases. This study identifies the various consequences of using pre-existing social relationships and integrates these new outcomes with existing research to develop a cohesive theoretical framework. Doing so highlights the unique advantages of developing stronger relationships between firms and customers, while also extending marketing scholars’ and practitioners’ understanding of relationship marketing. Finally, this study links the outcomes of using these relationships to important marketing constructs, such as satisfaction and loyalty.
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