Well-Timed Social-Emotional Support Can Enhance Consumer-to-Business Relationships

ABSTRACT

Social-emotional support is valued by consumers and influences relationship dynamics—but when is the best time to enact social-emotional support tactics? Using data from a quantitative survey (n = 312), a structural equation model indicated that social-emotional support positively influences consumers’ affective commitment, relationship strength and, via affective commitment, loyalty. The moderation effect of relationship duration (or time) was apparent in the model, with the impact of social-emotional support found to be of greater potency in mature relationships. This time contingency effect can help services better target social-emotional support tactics as part of their larger relationship marketing strategy.

KEYWORDS:

• Relationship marketing
• commitment
• relationship benefit
• relationship duration