Relationship Marketing: The Forgotten Consumer
In this paper, the authors are to examine the importance of customer relationship proneness in explaining the formation of satisfaction, interpersonal trust, commitment and behavioral intentions. Hypotheses were tested using Structural equation modeling nearby a sample of 412 Tunisian bank customers. Exploratory and confirmatory tests were performed in order to pre-test the scales used to measure the research variables. The findings indicate that customer relationship proneness is a psycho-contextual variable. It is an important determinant of satisfaction, interpersonal trust, commitment and behavioral intentions. The long term and affective orientation of the customer is the most important determinant.