2006/07/05 by Mark S. Rosenbaum · 382 citations
Business, Management and Accounting · Psychology · #Consumer Retail Behavior Studies #Customer Service Quality and Loyalty #Consumer Behavior in Brand Consumption and Identification #Loyalty #Interpersonal relationship #Marketing #Friendship #Consumption (sociology) #Consumer behaviour #Grounded theory #Psychology #Business #Advertising #Sociology #Qualitative research #Social psychology
paper · doi:10.1177/1094670506289530
published in Journal of Service Research 9(1), 59-72 (SAGE Publishing)
openalex publication_date 2006/07/05 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/12
Using grounded theory methodology, a framework that illustrates how and why third places—that is, places such as diners, coffee shops, and taverns—become meaningful in consumers'lives is offered. The framework suggests that some consumers patronize third places to satisfy not only their consumption needs but also their needs for companionship and emotional support. These supportive needs are prevalent in older-aged consumers, who often experience events that diminish relationships. Therefore, these consumers may turn to their “commercial friendships” in third places for support. On the basis of the consumer needs that a third place satisfies, consumers identify a third place as place-as-practical, place-as-gathering, or place-as-home. The framework is verified with the Social Support Questionnaire for Transactions instrument. The data reveal that as the frequency to which consumers obtain companionship and emotional support from their commercial friendships increases, so too does their loyalty.