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Journal of Service Research
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Consumer Comfort in Service Relationships

Measurement and Importance

Deborah F. Spake

University of South Alabama

Sharon E. Beatty

University of Alabama

Beverly K. Brockman

University of Tennessee at Chattanooga

Tammy Neal Crutchfield

Mercer University

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.

Key Words: consumer • comfort • relationships • scale • service

Journal of Service Research, Vol. 5, No. 4, 316-332 (2003)
DOI: 10.1177/1094670503005004004
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