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• W1900593729 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. EXTENDED ABSTRACT The advantage of relationship marketing strategies over discrete transactional activity is now widely recognized. Since developing and maintaining satisfactory service relationships can help reduce risk, transaction costs, increase loyalty and retention; financial services providers make huge investments in undertaking relationship marketing programs. Since huge financial outlay is involved, it necessitates the investigation of factors that impact the development and maintenance of successful relationships with the customers. Researchers suggest that comfort plays an important role in developing and maintaining lasting relationships, and that the strength of relationship outcomes is affected by consumer relationship proneness. Given the importance of comfort in developing and maintaining lasting relationships, we studied the impact of relationship comfort on various relationship marketing outcomes so as to enhance the efficacy of the relationship marketing programs using comfort development tactics. Since the success of relationship marketing efforts depends as much on the relationship proneness of the buyer as the relationship orientation of the seller, we also look at the impact of relationship proneness on the part of the consumer to engage in relationship with the service provider on the various relationship marketing outcomes viz. satisfaction, trust, commitment, loyalty and active voice. The moderating role of consumer relationship proneness on the link between relationship comfort and the various relationship marketing outcomes was also looked at." @default.
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• W1900593729 date "2009-01-01" @default.
• W1900593729 modified "2023-09-26" @default.
• W1900593729 title "Consumer Comfort and Its Role in Relationship Marketing Outcomes: An Empirical Investigation" @default.
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