Die Verbundenheit des Kunden mit dem Konsumgüterunternehmen

What is a close customer relationship? When does it develop and can companies stimulate close customer relationships? A notion or concept of close customer relationships is still lacking in marketing research literature. Authors refer to an interaction- and an identification-based relationship, but do not specify their understanding of the interaction or identification which stimulates that relationship. Drawing on selected social psychological theories which focus on human interaction and identification, this dissertation examines whether and to what extent close interaction- and identification-based relationships between consumer goods companies and their customers are possible.