The main objective of this study is to use attachment styles theory to explore long-term relationships in a service context using the mobile market as a case study. Attachment theory focuses on the primary link between maternal loss or deprivation and later personality development. This theory was extended to adult life and commercial contexts. Three attachment styles (secure, avoidant, and anxious) were used as the independent variables. Commitment and trust, as constructs of any relationship, were employed as the mediating variables, while intention to stay and cooperation were adopted as the dependent variables, as indicators of long-term commercial relationships. A random sample of 1024 members of an online panel participated in the online survey. Structural equation modelling was performed to measure the validity of the constructs through confirmatory factor analysis, and to assess the hypothesized model as a single theoretical structure using path analysis. Associations were found between most of the study variables. Significant mediation effects were found between attachment styles and long-term relationship indicators, intention to stay, and cooperation, with trust and commitment as the mediators. This study employs a unique theoretical model that has not been previously tested. The model and findings demonstrate that primary psychological structures play a role in creating and maintaining long-term relationships.

中文翻译：

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服务背景下的依恋风格和客户的长期关系

本研究的主要目的是以移动市场为案例研究，使用依恋风格理论来探索服务环境中的长期关系。依恋理论侧重于母亲丧失或剥夺与后来的人格发展之间的主要联系。该理论被扩展到成人生活和商业环境。三种依恋类型（安全型、回避型和焦虑型）被用作自变量。承诺和信任作为任何关系的结构，被用作中介变量，而留下和合作的意愿被用作因变量，作为长期商业关系的指标。在线调查小组的 1024 名成员随机抽样参与了在线调查。进行结构方程建模以通过验证性因素分析测量结构的有效性，并使用路径分析将假设模型评估为单一理论结构。在大多数研究变量之间发现了关联。在依恋风格和长期关系指标、留下意愿和合作之间发现了显着的中介效应，其中信任和承诺是中介。这项研究采用了一个独特的理论模型，之前没有经过测试。该模型和研究结果表明，主要心理结构在建立和维持长期关系中发挥作用。在大多数研究变量之间发现了关联。在依恋风格和长期关系指标、留下意愿和合作之间发现了显着的中介效应，其中信任和承诺是中介。这项研究采用了一个独特的理论模型，之前没有经过测试。该模型和研究结果表明，主要心理结构在建立和维持长期关系中发挥作用。在大多数研究变量之间发现了关联。在依恋风格和长期关系指标、留下意愿和合作之间发现了显着的中介效应，其中信任和承诺是中介。这项研究采用了一个独特的理论模型，之前没有经过测试。该模型和研究结果表明，主要心理结构在建立和维持长期关系中发挥作用。