Consumer comfort and its role in relationship marketing outcomes: an empirical investigation

Date
2009-01
Authors
Gaur, SS
Madan, S
Xu, Y
Supervisor
Item type
Journal Article
Degree name
Journal Title
Journal ISSN
Volume Title
Publisher
Association for Consumer Research
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.

Description
Keywords
Relationship comfort , Relationship marketing
Source
Asia Pacific Advances in Consumer Research, vol.8, pp.296 - 298
DOI
Rights statement
Copyright © 2009. Association for Consumer Research. ALL RIGHTS RESERVED.