Relationship proneness - The concept, its dimensions and indicators

This paper is about consumers’ relationship proneness, i.e. their conscious tendency to engage in relationships, and it purports to assess if the aspects that are relevant to interpersonal relations can be applied to commercial relationships as well. An exploratory factor analysis points to the existence of three facets of relationship proneness, in line with previous research: they relate to social benefits deriving, first of all, from the personal contact with the supplier; second, from special treatment; third, from search for assistance and guidance. It is also suggested that relationship proneness may be related to general personality traits (Big Five).