During the last decades there have been many empirical and theoretical attempts to approach the question of how to build and maintain stable, long-term relationships (Hennig- Thurau and Hansen, 2000; Andaleeb, 1996). In neoclassical analysis, one would typically argue that the decision to whom to...

During the last decades there have been many empirical and theoretical attempts toapproach the question of how to build and maintain stable, long‐term relationships (Hennig‐Thurau and Hansen, 2000; Andaleeb, 1996). In neoclassical analysis, one would typicallyargue that the decision to whom to...