Consumer relationship proneness revisited: A multidimensional formative measure

Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings.


Despite the interest generated by the Relationship Marketing (RM) at the academic and managerial levels, it would be incorrect to assume that the relational approach applies to all circumstances (Walsh, Gilmore, & Carson, 2004).

From a financial point of view, RM could entail significant resources and costs, and there is no constant evidence that RM will generate favorable financial results (Palmatier, Scheer, Houston, Evans, & Gopalakrishna, 2007).

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands