Abstract
This research evaluates relationship among firm’s customer orientations, customer gratitude, customer intimacy, and customer commitment. Interpersonal relationship marketing model and theory of interpersonal attraction are applied to develop conceptual model. Data is collected from firm and customer dyads. The data is collected from four sectors i.e. food, financial, telecommunication, and apparel. Smart_PLS is applied to test dyadic data set. The results provide support for proposed model and hypotheses are supported. Results show that firm’s customer orientation positively impact customer gratitude and customer intimacy. Customer gratitude and customer intimacy also positively impact the customer commitment. Furthermore, customer gratitude and customer intimacy mediates between customer orientation and customer commitment. Results provide support for interpersonal relationship marketing philosophy which holds that firms make efforts to generate customers’ emotions which are repaid in form of customer commitment.