How the young adult consumer segment responds to trusty and committed marketing relationship

Abstract

Service providers build relationship with their customers for mutual satisfaction and benefits. However, little is known about the relational antecedents and outcomes of relationship satisfaction among young adult consumers. The goals of this study are to evaluate the incremental effect of trust and commitment in determining relationship satisfaction, and the mediating effect of relationship satisfaction in the association of relationship trust and commitment with relationship outcomes (such as attitudinal loyalty, behavioral loyalty, and switching restraint). The model was tested and compared between samples of Malaysian and Australian young adult consumers of healthcare services. The findings reveal that relationship trust and relationship commitment have unequal and equal incremental effect in determining relationship satisfaction in Australia and Malaysia, respectively. Moreover, the mediating role of satisfaction in the association of relationship trust and commitment with attitudinal loyalty, behavioral loyalty, and switching restraint differ between Malaysia and Australia samples. Theoretical, contextual, and managerial implications of the findings are discussed.