Investigating industry context effects in consumer-firm relationships: preliminary results from a dispositional approach

Deskripsi

Past studies have attempted to develop a model to capture and explain industry context variability and hypothesize its effects on consumer-firm relationships. Generally, industry effects are ignored, described, or explained post hoc. Using the notion of consumers' dispositions toward a market, a framework is proposed for understanding the influence of industry context on consumer satisfaction, trust, value, and loyalty in relational exchanges. The empirical results of a survey in 2 service industries show that industry contexts matter and yield significant direct and moderating effects on consumer-firm relationships. The study underscores the promise of a dispositional approach for providing insights for the theory and practice of relationship marketing, resolving outstanding questions, and proposing fruitful areas for further examination.Printed Journal