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

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aut.researcherXu, Yingzi
dc.contributor.authorGaur, SS
dc.contributor.authorMadan, S
dc.contributor.authorXu, Y
dc.contributor.editorSamu, S
dc.contributor.editorVaildyanathan, R
dc.contributor.editorChakravarti, D
dc.date.accessioned2011-11-25T00:56:11Z
dc.date.available2011-11-25T00:56:11Z
dc.date.copyright2009-01
dc.date.issued2009-01
dc.description.abstractOur 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.
dc.identifier.citationAsia Pacific Advances in Consumer Research, vol.8, pp.296 - 298
dc.identifier.issn0098-9258 (print)
dc.identifier.urihttps://hdl.handle.net/10292/2711
dc.publisherAssociation for Consumer Research
dc.relation.isreplacedby10292/4129
dc.relation.isreplacedbyhttp://hdl.handle.net/10292/4129
dc.relation.urihttp://www.acrwebsite.org/volumes/ap08/ap_2009_vol8_31.pdf
dc.relation.urihttp://www.acrwebsite.org/volumes/display.asp?id=14788
dc.rightsCopyright © 2009. Association for Consumer Research. ALL RIGHTS RESERVED.
dc.rights.accessrightsOpenAccess
dc.subjectRelationship comfort
dc.subjectRelationship marketing
dc.titleConsumer comfort and its role in relationship marketing outcomes: an empirical investigation
dc.typeJournal Article
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pubs.organisational-data/AUT/PBRF Researchers/Business & Law PBRF Researchers/B & L Marketing & Advertising
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