Highly Recommended? How Relation-Specific Attachment Styles Bias Customers Willingness to Recommend.

Recently concepts from attachment theory are being applied to business situations. In this paper we focus on how relationship specific (RS) versus general (G) attachment styles affect the willingness-to-recommend (WtR) by customers. Such WtR refers to the likelihood of customers to recommend the services of their service provider to other customers, based on their experiences with the provider.