The importance of building relationships with customers is well documented, yet the role of consumer comfort in service relationships has not been fully explored. The authors report their efforts to measure and ascertain the importance of this construct in service relationships. Their findings provide evidence that consumer comfort has a significant and incremental impact on satisfaction, trust, commitment, and active voice with service providers. Furthermore, this variable appears to provide incremental understanding of the traditional satisfaction-trust-commitment paradigm. A scale of consumer comfort is developed that exhibits validity and reliability across two provider types.
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