Bonds have become a central concept in the study of customer relationships, yet there is a lack of a holistic model or a dominant definition for bond. Studies discuss the concept variedly with regard to the manageability of bonds, the role of bonds in relationship development as well as types of bonds. The article discusses these issues and presents a combined view. A holistic conceptual presentation of bonds in consumer relationships is presented and a suggestion for further studies is made.
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Heli Arantola (2002) studied this question.
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