Consumer comfort and its role in relationship marketing outcomes: an empirical investigation
Gaur, SS; Madan, S; Xu, Y
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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.
KeywordsRelationship comfort; Relationship marketing
SourceAsia Pacific Advances in Consumer Research, vol.8, pp.296 - 298
Item TypeJournal Article
PublisherAssociation for Consumer Research