Detail The theory of consumer comfort: Its domain, properties, and consequences (Relationship marketing) Bibliografi Author: Spake, Deborah Foster ; Beatty, Sharon E. (Advisor) Topik: BUSINESS ADMINISTRATION; MARKETING Bahasa: (EN )    ISBN: 0-599-51625-9     Penerbit: University of Alabama Press     Tahun Terbit: 1999     Jenis: Theses - Dissertation Fulltext: 9949407.pdf (0.0B; 5 download) Abstract Research has revealed that individuals seek comfort throughout their lives in a variety of situations. In a marketing context, comfort seeking may serve as a motive for a variety of consumer behaviors including engaging in and developing relationships with service providers. The focus of the dissertation was to explore the domain, properties, and consequences of consumer comfort and empirically test a model of relationship quality that included consumer comfort as a variable. In addition, a scale of consumer comfort was developed and tested. Two assessments were involved. One assessment described the domains of consumer comfort and the importance of comfort, and established the variables that were associated with these constructs. Secondly, comfort was examined as a relationship quality variable. It was included with the previously examined relationship quality variables of trust, commitment, and satisfaction in order to assess the effect of consumer comfort in such a model. As part of the model assessment, the effect of consumer comfort on an individual's intention to remain with a service provider, positive word of mouth, and willingness to complain to a service provider were examined. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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