“…This debate drives us to customer relationship perception, a concept that comprises those aspects considered by customers when deciding to engage in a relationship with a company or a brand (Demo & Rozzett, 2013;Rozzett & Demo, 2010). Literature agrees that customer relationship perception influences customer willingness to interact with companies (Becker-Olsen, Taylor, Hill, & Yalcinkaya, 2011;Lafferty, Goldsmith, & Hult, 2004;Souza & Mello, 2009;Wong & Sohal, 2002), based on technical, functional, behavioral and emotional aspects (Grönroos, 2017).…”