Purpose: The purpose of this paper is to study the impact of relationship comfort and relationship proneness on the ability of service firms to build and maintain customer relationships in emerging markets (EMs). Design/methodology/approach: A field-survey was conducted with retail-banking...

Purpose: This paper aims to investigate the individual and combined effects of three types of psychological contracts between customers and service employees (i.e. transactional, relational and communal), resulting from the service organizations’ relational marketing efforts, on their...