Science & Engineering Research Support soCiety (SERSC)
Consumer Relationship Proneness (CRP) reflects a consumer's relatively stable and conscious tendency to engage in relationships. This paper takes CRP as an important consumer individual trait and examines the influence of CRP on customer loyalty in service environment from perspective of relational benefits (i.e. confidence benefits, social benefits, special treatment benefits). Concept model is proposed to explain the influence. Then SEM (Structural Equation Modeling) is used to analyze the data collected from online survey to test the proposed model. Empirical results show that CRP has direct influence on customer loyalty.