“…While there is a well-established body of literature pertaining to customer relationship management (Chandrashekaran, Rotte, Tax, & Grewal, 2007;Palmatier, Dant, Grewal, & Evans, 2006;Peelen, van Montfort, Beltman, & Klerkx, 2009), and dyadic relationships in service interactions (Blois, 2003;DeWitt & Brady, 2003;DeWitt, Nguyen, & Marshall, 2008;Hogg, Laing, & Winkelman, 2003;Price & Arnould, 1999), literature examining pro bono service in professional service settings is lacking. Indeed, to our knowledge, there is currently no literature exploring how pro bono service affects commercial relationships in professional service settings.…”