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

Sanjaya S. Gaur, AUT School of Business, Auckland University of Technology (AUT University), New Zealand
Shilpa Madan, Hindustan Unilever Limited, INDIA.
Yingzi Xu, AUT School of Business, Auckland University of Technology (AUT University), New Zealand
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.
[ to cite ]:
Sanjaya S. Gaur, Shilpa Madan, and Yingzi Xu (2009) ,"Consumer Comfort and Its Role in Relationship Marketing Outcomes: an Empirical Investigation", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 296-298.