Much research has been conducted into the determinants of customer experience. However, these studies do not include relationship norms as a possible determinant of customer experience. Nevertheless, there are strong indications that the relationship norms used by a customer are an important factor in customer behaviour and customer experience. The purpose of this PhD thesis was to investigate the influence of relational models on customer experience and to explain possible differences in presence of relational models. This thesis describes the results of two studies. The findings are interesting for organisations that want to improve customer experience.
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