Service providers worldwide are seeking competitive advantage through the creation of long‐standing customer relationships. Current theory holds that interactive marketing contributes most to customer satisfaction which, in turn, provides customer motivation for long‐term relationships....

There are increasing signs that business‐to‐business marketers are targeting the 50 percent of all US companies which are family firms. New theory from the family business studies field creates a reasonable expectation that the buyer behavior of family firms is distinctive, but there has...