Investigating industry context effects in consumer-firm relationships: Preliminary results from a dispositional approach
Edwin Nijssen, Jagdip Singh, Deepak Sirdeshmukh, Hartmut Holzmüeller
Journal of the Academy of Marketing Science · 2003 · Volume 31 · Issue 1
Abstract
Few, if any, 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 two 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, resolvin goutstanding questions, and proposing fruitful areas for further examination.
Keywords
Relationship Marketing, Consumer Sentiment, Consumer Loyalty, Industry Context, Dispositional Variable
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