Attachment styles and customers' long‐term relationships in a service context

The main objective of this study is to use attachment styles theory explore long-term relationships in a service context using the mobile market as case study. Attachment focuses on primary link between maternal loss or deprivation and later personality development. This was extended adult life commercial contexts. Three (secure, avoidant, anxious) were used independent variables. Commitment trust, constructs any relationship, employed mediating variables, while intention stay cooperation adopted dependent indicators relationships. A random sample 1024 members an online panel participated survey. Structural equation modelling performed measure validity through confirmatory factor analysis, assess hypothesized model single theoretical structure path analysis. Associations found most Significant mediation effects relationship indicators, stay, cooperation, with trust commitment mediators. employs unique that has not been previously tested. findings demonstrate psychological structures play role creating maintaining