Consumer relationship proneness revisited: A multidimensional formative measure

Kamilia Bahia

Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings.

Introduction

Despite the interest generated by the Relationship Marketing (RM) at the academic and managerial levels, it would be incorrect to assume that the relational approach applies to all circumstances (Walsh, Gilmore, & Carson, 2004).

From a financial point of view, RM could entail significant resources and costs, and there is no constant evidence that RM will generate favorable financial results (Palmatier, Scheer, Houston, Evans, & Gopalakrishna, 2007).

From a consumer behavior perspective, not all customers appreciate relational treatment (Berry, 1995). Some consumers may prefer approaches that are based on cost and interaction minimization such as those offered by Internet...

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