Although relationship marketing has received much
attention in recent years, most of the literature
focuses on benefits the firm receives from developing
relationships with customers. A comprehensive model
explicitly considering both the benefits and barriers of
such relationships from the customer’s perspective has
not been proposed. To address this gap in the
literature, this chapter develops an integrative theory
of customers’ motivations to participate in
relationships with companies. Finally, implications for
the management of relationships with customers are
discussed. pdf
