That's the premise of Gary Vaynerchuck's book, "The Thank You Economy"[1], for those interested in this topic.

[1] http://www.amazon.com/Thank-You-Economy-Gary-Vaynerchuk/dp/0... (non-affiliate link)

Gary Vaynerchuk also calls this "relationship capital":

"In the future, companies with tremendous "relationship capital" will be the ones to succeed. Society is creating an ecosystem that rewards good manners, high touch, honesty, and integrity. Ten years from now, every company will have a Chief Culture Officer on staff, and if big enough, a team dedicated to scaling one-to-one relationships."[1]

[1] - http://www.amazon.com/Thank-You-Economy-Gary-Vaynerchuk/dp/0...