Conference paper
Exploring relationship proneness in consumer-to-business relationships
Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference, pp.904-910
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2014 (Brisbane, Australia, 01-Dec-2014–03-Dec-2014)
Australian and New Zealand Marketing Academy (ANZMAC)
2014
Abstract
Consumer-to-business relationships are critical to the success of services. Many service organisations invest in relationship marketing (RM) as a mechanism to create competitive advantage and enhance profitability, yet gaps remain in the literature regarding the role of consumer's personality traits and the influence these traits have on consumer-to-business relationships. Relationship proneness is a personality trait of growing interest and is the focus of this study. A quantitative study of 312 Australian consumers found that relationship proneness positively impacted upon consumer's desire for a relationship with the service organisation; their level of involvement in the relationship; and their relationship-based retention intentions. These findings address known gaps in the literature, extending our knowledge of consumer-to-business relationships. Importantly, the findings of this study offer meaningful insights for service organisations that invest in RM by explaining, in part, the various levels of engagement by consumers in RM initiatives.
Details
- Title
- Exploring relationship proneness in consumer-to-business relationships
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast - Faculty of Arts and Business
- Contributors
- Sharyn Rundle-Theile (Editor)Krzysztof Kubacki (Editor)Denni Arli (Editor)
- Publication details
- Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference, pp.904-910
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2014 (Brisbane, Australia, 01-Dec-2014–03-Dec-2014)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2014
- ISSN
- 1447-3275
- Copyright note
- Copyright © 2014 The Authors. Reproduced with permission of the authors.
- Organisation Unit
- School of Business and Creative Industries; Indigenous and Transcultural Research Centre; University of the Sunshine Coast, Queensland; USC Business School - Legacy; Sustainability Research Cluster
- Language
- English
- Record Identifier
- 99449959902621
- Output Type
- Conference paper
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