Personal Needs vs. Customer Relationships
SEPTEMBER 27, 2013
Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. Aaker and Fournier found that relationships with the ‘exciting’ company had the trajectory of a short-term fling, while those involved with the ‘sincere’ company developed a relationship that deepened over time. But the customer satisfaction benchmark is confounding.