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Bolton, R. N., Smith, A. K., & Wagner, J. (2003, May). Striking the right balance. Journal of Service Research, 5(4), 271–291.

In Chapter 8 we discuss relationship communication and the contribution of employees in shaping customer experience and perception of the marketing organization. This article provides useful illustration of the impact of social bonds on customer satisfaction. The article can form the basis of discussion in this chapter as well as Chapter 10.