James Barnes says an important ingredient to a good relationship is an emotional connection, but customer relationships have elsewhere been referred to as a "bond of value" or "bond of convenience". what do you think?

Do customers have to love a product or company in order to have a "relationship" with enterprise?

Or is a perceived benefit- especially one that grows from a vested interest enough? How would you approach a debate on this controversy?

This question was taken from the second chapter of the book titled "managing customer relationship" by Don pepper.