Goodwin (1996) examined communality as a dimension of service relationships. The study found that the sense of community between the service provider and the customer is a critical factor in building long-term relationships.
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Goodwin, C. (1996). "Communality as a dimension of service relationships". Journal of Consumer Psychology. 5 (4): 387–415. doi:10.1207/s15327663jcp0504_04.
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