Friendship over the counter: How social aspects of service encounters influence consumer service loyalty

Social dimensions of service encounters contribute to consumer loyalty. Generally, social aspects of services are discussed in terms of functional qualities, that is, the style in which services are delivered. An analysis of interviews of service customers and providers suggests that functional qualities (e.g., appreciation and empathy) can be distinguished from behaviors that more closely resemble friendship or kinship behaviors. We identify and distinguish categories of social. behaviors and suggest implications for management and research.