Bodkin, Charles D.; Amato, Christie; Peters, Cara - In: Journal of Business Research 62 (2009) 10, pp. 1013-1019
Using qualitative methods, the authors examine commitment in the sports industry and specifically in a NASCAR context. Commitment, or the culmination of the customer-service provider relationship, plays a particularly critical role in NASCAR, for which more than 70% of fans consciously choose a...