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Research Paper | Business Administration | Volume 14 Issue 6, June 2025 | Pages: 1967 - 1970 | United States
Analysis of the Phenomenon of Therapeutic Alliance between Practitioner and Client as a Key Factor of Retention and Emotional Attachment in the Personal Services Sector
Abstract: The intensification of competitive rivalry in the personal services sector makes long-term consumer retention a key condition for ensuring business sustainability and profitability. In this context, the study aims to transfer the concept of therapeutic alliance from psychotherapeutic practice to nonclinical formats (beauty services, coaching, consulting) in order to determine its influence on the formation of client loyalty and emotional attachment. The purpose of the work is a systematic examination of the structural components of the alliance, their adaptation to the specifics of the personal services industry, and an assessment of their predictive value for consumer behavior. The methodological basis includes theoretical synthesis and content analysis of relevant publications on relationship quality and loyalty, as well as the construction of conceptual models based on generalized empirical data. It was revealed that the classical three-component model of the alliance (goals, tasks, bond) is adequately transferred to the services sphere, but with a noticeable redistribution of the significance of its elements: it is the emotional bond that acts as the dominant factor ensuring long-term client commitment, nullifying the influence of purely utilitarian aspects. The scientific novelty lies in the development of an adapted theoretical model of the therapeutic alliance for the personal services industry. The practical significance of the results is manifested in their applicability by relationship marketing specialists and managers to optimize client retention strategies.
Keywords: therapeutic alliance, client retention, emotional attachment, personal services sector, working alliance, client loyalty, relationship quality, relationship marketing, consumer behavior, psychology of services
How to Cite?: Halyna Kaliugina, "Analysis of the Phenomenon of Therapeutic Alliance between Practitioner and Client as a Key Factor of Retention and Emotional Attachment in the Personal Services Sector", Volume 14 Issue 6, June 2025, International Journal of Science and Research (IJSR), Pages: 1967-1970, https://www.ijsr.net/getabstract.php?paperid=SR25618091842, DOI: https://dx.dx.doi.org/10.21275/SR25618091842