Journal article
Well-timed social-emotional support can enhance consumer-to-business relationships
Services Marketing Quarterly, Vol.43(1), pp.17-31
2022
Abstract
Social-emotional support is valued by consumers and influences relationship dynamics—but when is the best time to enact social-emotional support tactics? Using data from a quantitative survey (n = 312), a structural equation model indicated that social-emotional support positively influences consumers’ affective commitment, relationship strength and, via affective commitment, loyalty. The moderation effect of relationship duration (or time) was apparent in the model, with the impact of social-emotional support found to be of greater potency in mature relationships. This time contingency effect can help services better target social-emotional support tactics as part of their larger relationship marketing strategy.
Details
- Title
- Well-timed social-emotional support can enhance consumer-to-business relationships
- Authors
- Maria Raciti (Author) - University of the Sunshine Coast, Queensland, Indigenous and Transcultural Research Centre - Legacy
- Publication details
- Services Marketing Quarterly, Vol.43(1), pp.17-31
- Publisher
- Routledge
- DOI
- 10.1080/15332969.2021.1982852
- ISSN
- 1533-2977
- Organisation Unit
- Indigenous and Transcultural Research Centre; Sustainability Research Centre; University of the Sunshine Coast, Queensland; School of Business and Creative Industries
- Language
- English
- Record Identifier
- 99576608802621
- Output Type
- Journal article
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