Establishing meaningful customer relationships: why some companies and brands mean more to their customers

Abstract

Examines the nature of meaningful customer relationships to determine what contributes to meaningfulness and to explore ways in which companies can establish more meaningful relationships with customers. Explores and applies the social psychology roots of the concept of meaning in a customer relationships context. Gleans evidence of meaningful customer relationships from the consumer psychology and marketing literature and from research conducted by the author. Examines situations where a company or a brand clearly occupies an important place in the life of a customer and discusses the characteristics of such relationships. Examines the factors that contribute to meaningful customer relationships. Looks at the implications for further customer research and for marketing and brand managers.