Work

Consumer Comfort and Its Role in Relationship Marketing Outcomes: An Empirical Investigation

Year: 2009

Type: article

Abstract: Our study contends that relationship comfort has a positive impact on various relationship marketing outcomes namely, satisfaction, trust, commitment, loyalty and active voice. We investigate if consumer relationship proneness moderates the impact of relationship comfort on various relationship marketing outcomes by using SEM and multi-group analysis on primary data collected from 300 respondents in India. Our findings demonstrate that relationship comfort has a positive impact on relationship marketing outcomes, and confirm that consumer relationship proneness moderates the link between relationship comfort and relationship marketing outcomes.

Source: Tuwhera (Auckland University of Technology)

Authors: Sanjaya Singh Gaur, Shilpa Madan, Yingzi Xu

Language: English

Topic: Customer Service Quality and Loyalty

Subfield: Organizational Behavior and Human Resource Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1900593729

FWCI: 2.955

Cites: 50

Cited by: 18

Related to: 10